Hallmark’s Gay Ad Earned It A Strongly Worded Letter


Maybe this is why Hallmark doesn’t ever produce gay content.

Earlier this month, we shared with the story of gay people expressing their desire for a gay Hallmark holiday movie. The tv channel has been known for decades for its wholesome and cookie-cutter holiday films. Yet, the channel isn’t known for displaying same-sex relationships. But one recent reaction to an advertisement on the channel gave us a glimpse of why that’s so.

One Million Moms (yes, it’s them again) recently got offended (shocker) when the Hallmark Channel aired a commercial featuring a same-sex wedding. The advertisement, by the wedding company Zola, shows a lesbian couple saying their vows. But, instead of talking about commitment and love, the couple talk about the worries and woes of preparing a wedding ceremony. They are then eased by the idea of having Zola do all the work.


Completely ignoring the witty story delivery or the fact that it’s a simple 30-second advertisement, conservative organization One Million Moms wrote up another open letter. This time, they condemned Hallmark for airing the video.

“The Hallmark Channel has always been known for its family friendly movies. Even its commercials are usually safe for family viewing. But unfortunately, that is not the case anymore. Recently, One Million Moms received concerns about Hallmark airing a commercial from Zola.com in which two lesbians are shown kissing at the end of their wedding ceremony. … Conservative viewers will be disappointed to learn that Hallmark has ideas of moving beyond airing only commercials with LGBT content and is open to producing LGBT movies in the future.”

They then add:

“Shame on Hallmark for airing commercials with same-sex couples and even considering movies with LGBT content and lead characters,” they continue. “Now, parents can no longer trust Hallmark because Hallmark is no longer allowing parents to be the primary educators when it comes to sex and sexual morality.”

Photo by Alex Suprun on Unsplash

Honestly, our only two reactions to this video are groaning at the stupidity of it all and daring to challenge the situation. So to match OMM’s open letter to Hallmark, we’ve decided to write up our own.

“Dear Hallmark,

We here at Instinct Magazine and allies would like to send our dearest condolences to you and yours. To be met with such open hostility like the words of One Million Moms must be upsetting. But know that you have friends over on this side of the argument. Frankly, we have supported you even when you ignored us or set us aside as the “gay best friend/co-worker” archetype. We have patiently waited while the One Million Moms of the world have become complacent and hostile.

With that in mind, we offer a new idea to you. Why not explore other options? Why not just create a gay romance film for next year’s holiday season? If angry conservatives like One Million Moms are mad at you anyway, why not just jump the gun and create a movie? Imagine the joy of getting back at these open letter warriors! Engage in the bliss of gay programming! You won’t regret it.


Instinct and allies.”

h/t: Towleroad

What do you think?