WTF? Supercute Cheerios Ad Featuring Mixed-Race Family Rallies The Racists

By Andrea Plaid

Now, I can understand critiquing this Cheerios commercial for being, say, heterosexist–and even at that, that’s not a critique that unto itself would shut down a YouTube comment section.

Nope. The decision-makers at Cheerios had to shut the comments because the racists somehow thought it was a dog-whistle for them to get their hatred on. From Huffington Post:

The ad had received more than 1,600 likes and more than 500 dislikes as of Thursday evening.

Prior to the closure, the comment section had been filled “with references to Nazis, ‘troglodytes’ and ‘racial genocide,'” according to Adweek.

Commenters on the cereal’s Facebook page also said they found the commercial “disgusting” and that it made them “want to vomit.” Other hateful commenters expressed shock that a black father would stay with his family.

Though the racists shut down the comments section, Huffington Post reports that “many took to Facebook to express their appreciation for Cheerios’ decision to feature a mixed-race family,” and the commercial is still up on YouTube.

(H/t Lakesia Johnson)

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Racialicious is a blog about the intersection of race and pop culture. Check out our daily updates on the latest celebrity gaffes, our no-holds-barred critique of questionable media representations, and of course, the inevitable Keanu Reeves John Cho newsflashes.

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  • Theresa

    I have read the most awful posts about such an awsome commercial. One posted stated they would never eat cheerios again to which I say GREAT and THANKYOU, leave the healthy tasty cereal for the
    happy, loving people who deserve to live long healthy lives …the haters can eat the crap that kills them sooner!!!!!
    I hope Cheerios has alot more of these fantastic commercials in the making for us to enjoy.
    That little girl in the commercial was just gorgeous!!!!! I have two very handsome young boys
    with my handsome black husband (I’m white) been married for 21 yrs and love it. I wish ALL
    married or non married couples were as happy and blessed as us!!!
    WE LOVE CHEERIOS, cereal of choice in our home too!!!

  • zdrav

    How typical. These racists never ever come out of the woodwork when white men are paired with attractive WOC, especially Asian women.

    But when a white WOMAN is paired with a non-white man, THEN interracial relationships become a problem.

    Oh I see how it goes.

  • Tusconian

    It’s really interesting that this commercial is getting so much attention. Not because it doesn’t deserve it (it does), but because of how unreasonably behind TV advertising is behind basically every other form of media. I’m mixed race, am black by American standards (and often identify specifically as such), and almost always in relationships with white or Latino men. Interracial relationships have been part of mainstream media as “very special discussions” since before interracial marriage was even legal in many states, and have been popping up in TV shows and movies as matter of fact, no big deal, scenarios since probably the 70s or 80s. I see relationships like mine and my parents’ in my day to say life frequently, and on TV and in movies….not “frequently,” but often enough that I’m convinced at least a handful of studio executives know that we exist. There are plenty of famous interracial couples and biracial people. I’ve even seen such couples in a tiny handful of print ads. Yet this is the first time I’ve ever seen a couple that resembled my life in a TV ad. It seems like interracial couples in commercials are confined to a white partner and an Asian partner who could maybe pass for white, and even that is rare. I’ve only seen maybe one or two gay couples in TV commercials, despite gay couples being (relatively) frequently depicted on TV shows. Why is TV advertising so far behind basically all other forms of media?

  • Deena Bowman

    Classic! Love the commercial (and I’m not one for giving “commercial love”). It’s about time that “family diversity” is shown on TV in a matter-of-fact way — and sooooo cute! Up next: a same sex couple with a precocious child spilling the Cheerios ;-).

  • J M

    I don’t really get a choice of cereals because Cheerios is the only one my picky son will eat, but at least now I can feel good about giving them my money. :)

  • @Daman

    I LOVE THIS COMMERCIAL! About time! I’m going cheerios exclusive :-)