The Hallmark Channel apologized and promised to reinstate the Zola lesbian wedding commercial after pulling it.
Last week, the conservative group One Million Moms proposed a boycott of the Hallmark Channel after it aired a wedding commercial featuring a lesbian couple. The commercial was for the wedding planning company Zola. Soon after, the Hallmark Channel removed all of Zola’s same-sex wedding ads in a bid to avoid “controversy.”
Zola opted to cut ties with the channel completely, and LGBTQ advocates took to Twitter to call the channel out. Even Ellen DeGeneres chimed in: “Isn’t it almost 2020? What are you thinking? Please explain.” The hashtag #BoycottHallmark was trending over the weekend.
On Sunday, the Hallmark Channel made a complete 180. They vowed to begin re-airing the commercials and apologized to the LGBTQ community.
“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,” CEO and president Mike Perry said in a statement. “Our mission is rooted in helping all people connect, celebrate traditions, and be inspired to capture meaningful moments in their lives. Anything that detracts for this purpose is not who we are. As the CEO of Hallmark, I am sorry for the hurt and disappointment this has caused.”
Hallmark also has plans to work with GLAAD “better represent the LGBTQ community across our portfolio of brands.”
Zola said they will be in touch with Hallmark regarding a potential return to advertising.
“We were deeply troubled when Hallmark rejected our commercials for featuring a lesbian couple celebrating their marriage, and are relieved to see that decision was reversed,” Zola’s Chief Marketing Officer, Mike Chi, said in a statement. “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.”