Two events this week make it blindingly obvious that the gay rights revolution has reached critical mass in America.
First of all, Honey Maid released a video.
Back in January, the company made a heartwarming ad featuring "wholesome" American families. So far, so uncontroversial. But Honey Maid was deluged in hate mail from groups like One Million Moms, because the ad included a gay couple sweetly playing with their new baby.
Honey Maid released their response to the hate mail yesterday with a video that is very sweet and also great PR:
One Million Moms have responded to this latest video with another salvo against Honey Maid and Nabisco:
Attacking Nabisco for this ad seems like a losing battle, but that's true of many of One Million Moms' causes. The group is currently waging a campaign against the Darren Aronofsky movie Noah, and in late 2012 they sparked a backlash when they attacked JC Penney for holiday ads starring well-loved talk show host Ellen.
Nabisco should be ashamed of themselves for their latest Honey Maid and Teddy Graham cracker commercial where... http://t.co/MwQz3KCGAj- 1milmoms (@1milmoms) March 21, 2014
The group's latest PR misfire seems to have drawn the attention of a new generation of bemused young Americans discovering One Million Moms for the first time:
#Onemillionmoms should teach their children to watch less TV. It seems like the easiest solution. No 'sinful' programming/adverts that way- Sarah Blanchard (@slblanch) April 4, 2014
The calm amusement of these tweets reflects a much wider change in American culture. One Million Moms no longer seem like part of an oppressive "moral majority." They're a minority group who can be laughed at when they express offensive views, and that means One Million Moms and their allies have lost the battle.
Featuring gay couples in ads is no longer controversial. What IS now controversial is to oppose gay marriage, as Mozilla's new CEO just discovered. Brendan Eich had to step down after barely a week heading Mozilla, after internet users started boycotting Firefox once they learned that he spent $1,000 opposing gay marriage in 2008. The dating website OkCupid heavily promoted the boycott, interrupting Firefox users's access to the site and asking them to stop using the browser as a protest against Eich's past opposition to gay marriage.
Eich's resignation is the second event this week that tells us we're seeing a huge sea change in gay rights. It's now impossible to run a major internet company if you oppose gay rights. The PR damage is just too great.
Meanwhile a boycott in the opposite direction - against gay marriage - has met with resounding failure. One Million Moms and the American Family Association are currently staging their own boycott of Honey Maid. But far from being effective, this boycott - which entailed emailing Honey Maid to express disapproval and withdrawal of custom - has been turned into a badge of honor, and a whole new successful ad campaign, by Nabisco.
In future, look out for more advertisers including same-sex couples in positive contexts, in increasing numbers. It's going to win them great PR.