Cheerios Spot With Mixed Race Family Receives Racist Comments

Cereal brand disables comments on YouTube after backlash, but also gets "likes"

Published On
Jun 02, 2013

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Is the mixed race family the next new ground for advertisers to break, after the same sex couple? Cheerios had to disable the comments on this family-friendly spot, by Saatchi & Saatchi NY, after receiving racist comments on its YouTube channel. However the commercial (featuring an adorable mixed race child, with a black father and white mother) was also cheered by many; it received more than 1,600 likes and as well as the over 500 dislikes as of Thursday evening.

Camille Gibson, vice president of marketing for Cheerios, said in a statement, "Consumers have responded positively to our new Cheerios ad. At Cheerios, we know there are many kinds of families and we celebrate them all."


Jun 03, 2013
Brand :
Client :
Agency :
Saatchi & Saatchi-New York
Vice President, Executive Producer :
Dani Stoller
Production Company :
Community Films
Director :
Matt Smukler
Executive Producer :
Carl Swan
Director, Photography :
Andrij Parekh
Production Designer :
Victoria Morris
Editorial Company :
Editor :
Jim Ulbrich
Chief Creative Officer :
Con Williamson
Executive Creative Director :
Peter Smith
Art Director :
Jacqueline Mellow
Copywriter :
Mike Maher
Associate Creative Director :
Johnnie Ingram

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