Advertiser: Honey Maid
Uploaded: March 10 & April 3
Viral Elements: Zeitgeit

When Honey Maid launched their “This is wholesome” campaign in March with a video that celebrated family, no matter what shape they come in, the trolls came out in force. Challenging homophobia and racism with a brave 30s spot, they certainly struck a chord with their audience and ignited considerable online discussion on the millennial generation’s defining topic.

Showing a true understanding of their audience and the power of social media, they decided to take advantage of the trolls’ negativity and release this very clever follow on: