In a commercial that debuted Monday, Honey Maid's new "This Is Wholesome" ad spotlights a varied array of families, including two mixed-race families, a single dad, a tattooed punk rock family, and two gay couples.
The people in the spot for the 90-year-old brand are not actors, but real families.
"We recognize change is happening every day, from the way in which a family looks today to how a family interacts to the way it is portrayed in media," marketing director Gary Osifchin said in a statement.
He added, "This is a recognition that the family dynamic in America is evolving and has evolved. We've evolved too."
The ad comes nearly a year after Cheerios found success in controversy when their ad featuring an interracial family ignited plenty of internet vitriol.
In individual documentaries on the families, the gay parents are again highlighted, along with the military family and the single dad.
"No matter how things change, what makes us wholesome never will," the ad's narrator says.
Rachel Zarrell is a news editor for BuzzFeed News and is based in New York.
Contact Rachel Zarrell at firstname.lastname@example.org.
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