Hallmark has apologized for pulling controversial advertisements that feature a lesbian “wedding” ceremony.
The channel famous for its predictable Christmas romance movies announced its intention to communicate with Zola.com about airing the company’s ads—this is a reversal of an earlier decision to pull the ads last week.
“Hallmark will be working with GLAAD to better represent the LGBTQ community across our portfolio of brands,” Hallmark’s press release states. “The Hallmark Channel will be reaching out to Zola to reestablish our partnership and reinstate the commercials.”
“Earlier this week, a decision was made at Crown Media Family Networks to remove commercials featuring a same-sex couple,” the press release explains.
But Hallmark Cards, Inc. President and CEO Mike Perry said that this was not the right move: “The Crown Media team has been agonizing over this decision as we’ve seen the hurt it has unintentionally caused. Said simply, they believe this was the wrong decision.”
Hallmark has flip-flopped on the issue and Zola will need to decide how it wants to proceed now that Hallmark is open to airing all of their ads again. According to the New York Times, following Hallmark’s decision to ditch the controversial ads, Zola’s chief marketing officer said that the company “will no longer be advertising on Hallmark.”
But Zola is now planning to speak with Hallmark about advertising again:
Mike Chi, Zola’s chief marketing officer, said in a statement to USA TODAY that the company was troubled when the commercials were rejected but relieved by Hallmark Channel's reversal.
"We are humbled by everyone who showed support – not only for Zola, but for all the LGBTQ couples and families who express their love on their wedding day, and every day," he added, saying the company will be in touch with Hallmark in the coming days about a potential return to advertising. (USA Today)
As Townhall previously noted, One Million Moms had created a petition calling for Hallmark to shun LGBT content: “Please sign our petition asking Hallmark to do what is right and reject airing movies and commercials with LGBT content!” the petition said. But while some people decried Hallmark for airing the advertising, others were angry once Hallmark decided to pull the ads.
Now it appears that the company has ultimately chosen to kowtow to the pro-LGBT crowd, a decision that is sure to frustrate social conservatives.
Prominent Christian Franklin Graham spoke out on Twitter, noting that he will tune out if he sees an ad showing a homosexual couple kissing:
We can change the channel. That’s what I’ll do if I’m watching @HallmarkChannel & an ad w/gay people kissing comes on. My family—& many, many others—have appreciated their wholesome content. But the LGBTQ agenda bullies everybody—including them. https://t.co/gvpu80anj1
— Franklin Graham (@Franklin_Graham) December 16, 2019