My progressive algorithmic bubble on Twitter was aflame a few days ago with rage towards the Hallmark Channel for pulling the commercial (from Zola - wedding planning software) that portrays two women getting married (in a very Hallmark-ish kind of way). It was on the air. And then, when some of their big-daddy socially conservative funders took issue with it, it was off.
The anger was justified, in my opinion. I can’t believe that much of our culture today is so put off by two individuals who want to enter into a committed love-filled life together - no matter what body parts or gender identity God has given them.
Fangs were out. Lines were drawn. Hallmark was shouted down from their Kansas City corporate tower.
Here’s the thing... I’m a sucker for Hallmark holiday movies. Seriously. I’m as basic as they come. Sometimes, I just want to watch a movie that matches my simplistic holiday ideal - as flawed and unrealistic as I know it to be. All I want is some fake American Christmas cheer. With a good Hallmark movie, I know I won’t have to think too hard. The entire movie will be predictable with a happy ending. Ahhhhh...
It was hard to see this go down as it did. I hate conflict. And I honestly didn’t Hallmark would budge. I didn’t see them putting the ad back on.
But they did. With a (seemingly) sincere apology.
Hallelujah! A conservatively-funded corporate giant just reversed course in a major way. Amen!
But on Twitter (and the wider social web)... No amens. No hallelujahs.
I know, I know... It’s Hallmark. You could easily say they don’t really care about LGBTQ folks or anyone, really. That all they care about is profit. And you’d probably be right.
But, still. I take this as a miracle. I’m grateful this went down as it did. I just wish we’d celebrate these incremental shifts in the culture when they happen. Even if it’s just an inch at a time, any movement towards greater inclusion - as wobbly-kneed as it may be from a corporate giant - is worth praise and mercy.
May we see the greater movement of repentance and renewal behind these moments when they come. As fleeting as they are.
Grace & Godspeed,