Fiber One Spots Serve Humor Without the Stereotypes

No Accents or Slapstick 'Foreign' Behavior Needed

By Published on .

Bill Imada
Bill Imada
For the past few years, Fiber One's brand team has produced a series of TV spots that accent the virtues of its portfolio of products without exaggerating the accent of one of its primary brand ambassadors, actor Ajay Mehta. The spots use humor in a truly funny and engaging manner, and deliver their core messages effectively without perpetuating negative stereotypes about Asians and Asian Americans.

Unlike the Metro PCS TV spots which I openly criticized in my last blog posting, Fiber One doesn't resort to the use of demeaning ethnic stereotypes that make Asians living in the U.S. appear as perpetual foreigners that will never become a part of the fabric of America. Here is an example of a Fiber One spot:

In this and other Fiber One spots -- created by Saatchi & Saatchi, New York -- Mr. Mehta is a store manager who promotes the virtues of Fiber One to an array of skeptical customers and even fellow employees. The scripts are crisp and clear, focusing primarily on the product's core selling point: delicious taste. The audience already knows there is fiber ingrained in the product itself; however, like most skeptics, the shoppers portrayed in the spots clearly don't believe that any product containing a lot of fiber could possibly be tasty as well. What results from the banter and well-placed actors featured in the ads are fun, memorable TV commercials. Again, the accent is clearly on the product and not on the actors' ethnicity, heritage or cultural background.

I applaud Fiber One and General Mills for wisely focusing on the merits of the product with clever scripts and a team of entertaining actors.

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