Hasta La Creative!

Droga5 launched a new Independence Day iteration of its “This Is Wholesome” campaign for Mondelez brand Honey Maid, entitled “4 de Julio,” which follows the agency’s September effort celebrating blended families.

The new spot celebrates the Domincan Gomez family, and explores how father Arisandy, an environmental engineer, and mother, Cindy, a realtor, teach their children, and Cindy’s mother, Alesandrina about American pride and celebrate the Fourth of July. “4 de Julio” begins with Arisandy describing some of the difficulties he faced when he first immigrated to America and became a citizen, simultaneously feeling invisible and discriminated against. He and his wife go on to describe the values they pass on to their children, coupled with footage of the family’s celebration of the holiday, complete with s’mores. The spot’s message, as delivered by Cindy is that the family is made up of “normal human beings, going through struggles just like everyone else,” every bit as American as any other family. It’s a message that should almost go without saying, but in a nation where certain conservative politicians still trade in racism and xenophobia, a very necessary one.

“Honey Maid has a history of celebrating all families and the wholesome moments that make them who they are,” said Gary Osifchin, portfolio lead, biscuits, Mondel?z International. “The Gomezes embody the resonant strength behind America’s blended and diverse culture. It is an honor to highlight their family’s experiences and traditions this Fourth of July.”

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