“We are truly sorry for the hurt and disappointment this has caused,' Hallmark's CEO says.
An ad for wedding planning site Zola featuring two brides kissing at the altar was pulled following a complaint from the conservative group One Million Moms. A Hallmark spokesperson previously told The Associated Press that the network pulled the ad because the controversy was creating a distraction.
Zola said after the commercial was pulled that it wouldn’t advertise on the channel. It wasn’t clear if the company’s decision has changed since Hallmark announced it will reinstate the ads. Zola had submitted six ads, and four included a lesbian couple. After Hallmark pulled those ads, but not two featuring only opposite-sex couples, Zola pulled its remaining ads, the company said.
“They’ve got trouble on their hands, and they’ve got to do something fast,” said Paul Argenti, a Dartmouth College professor of corporate communication. In one of the pulled ads, two brides stand at the altar and wonder aloud whether their wedding would be going more smoothly if they had used a wedding planning site like Zola. The lighthearted ad ends with the just-married couple sharing a quick kiss.
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