Hallmark’s decision to pull a same-sex marriage ad following the uproar of two conservative groups has landed them in hot water with everyone else. On Twitter, Hallmark was hit with swift backlash almost instantly, as hordes of Twitter denizens called out the network for succumbing to the petitions.
According to NBC News, a site for breaking news, videos, and the latest top stories in world news, the resulting backlash quickly got Hallmark moving again, promising to reinstate the ad after it was so abruptly taken down.
But the damage had already been done.
Thousands have already trended #BoycottHallmark on Twitter after the news broke out and the network was also struck with a comment by Ellen DeGeneres, who wrote in a tweet:
“Isn’t it almost 2020? @hallmarkchannel, @billabbottHC… what are you thinking? Please explain. We’re all ears.”
Of course, Ellen’s speaking up prompted others as well.
Clinical professor of marketing at Northwestern University’s Kellogg School of Management Tim Calkins said that Hallmark’s lack of oversight into what this decision might mean to many LGBT people and their allies is the reason so many expressed outrage to the decision of the network to pull the ad.
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Calkins said, “Consumers today expect marketing campaigns to be inclusive and socially aware." He added, "When brands fail on that front, they face criticism in nearly real time. People are holding companies to higher standards. People expect companies to be leaders in conversations.”
As Hallmark announced that they will be putting back the ad, Mike Perry, president and CEO of Hallmark Cards, expressed his apology for the network’s hasty decision. “We are truly sorry for the hurt and disappointment this has caused,” Perry stated.