Racist Comments Don’t Stop Controversial Cheerios Ad Featuring An Interracial Family From Being Popular

June 6, 2013  |  

A screenshot from the ad.

Update: Ad Age reports that this commercial is actually more popular than six other Cheerios ads that were released this year. Ace Metrix, the company that measured the likeability of the different ads, says this one was popular across age groups and gender demos except for men over the age of 50, who seem to dislike ads with babies more than other groups. (??) The ad was most popular with African Americans. 

So good for General Mills for sticking by the commercial.

Cheerios unveiled a new commercial recently that’s very much like the commercials it has been pushing out for a while. A family is together at home, health and nutrition becomes a topic of conversation, cutesy comment, cue the Cheerios, and scene. However, in this latest commercial, the company features an interracial family. So, here we go. Here comes the racism.

Cheerios had to disable the comments section on the YouTube page for the commercial because the remarks were so offensive, many making references to Nazis and other madness. The Huffington Post also notes that the Facebook page became a target for these sorts of comments, with some calling the commercial “disgusting” and others saying that the black father would likely leave his family. Unbelievable ugliness.

The article also notes that some people had taken to social media to say how happy they were to see this commercial, either because they’re interracial and are thrilled to see themselves reflected, or simply because it’s a nice ad. On YouTube this morning, the ad has 254,209 views, 2,624 likes, and 622 dislikes.

Reddit also has lots to say about the ad, both good, bad, and unrelated. Many across the Internet are, of course, using the ad as a jumping off point for a discussion about interracial marriage and other issues. IndieWire also notes that criticism is coming from African Americans as well as other groups.

“The problem is that TV ads have always lagged TV programming in this regard, as so many brands are clearly scared of being perceived as making a political statement with the casting of their commercials,” writes Adweek. “Thus, the Cheerios ad, despite its characters being representative of tens of thousands of actual couples in America, sticks out like a sore thumb.”


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