Sunday, Aug. 31, 2014

Cheerios makes first-ever Super Bowl ad, features biracial family

Compiled by Sarah Petersen, Deseret News

Published: Thu, Jan. 30 1:05 a.m. MST

 For the first time in Cheerios history, and only the second time in General Mills history, one of the many 30-second ads that will air during the Super Bowl will feature cereal.

For the first time in Cheerios history, and only the second time in General Mills history, one of the many 30-second ads that will air during the Super Bowl will feature cereal.

(YouTube)

For the first time in Cheerios history, and only the second time in General Mills history, one of the many 30-second ads that will air during the Super Bowl will feature round-shaped cereal.

The only other time General Mills has chosen to run an advertisement during the Super Bowl was in 1996 with a Wheaties ad.

But ever since the company received racist comments regarding the biracial family featured in a Cheerios ad last May, General Mills has made it a point to stand behind biracial families.

This Sunday the cereal company will release its latest commercial featuring the same family from the previous ad: Gracie, the daughter, with her white mother and black father.

In the commercial, Gracie's father describes their family by using Cheerios. He shows her that their family of three will soon become four. To this, Gracie replies, "And, a puppy."

Camille Gibson, vice president of marketing for Big G cereals, said the advertisement showcases a cereal that brings families together.

"Cheerios is about families and love and connections — and breakfast," Gibson said on the General Mills website. "Our new Cheerios ad celebrates one of those special moments with a family that America fell in love with."

Although comments online were removed from the previous Cheerios commercial, comments for the cereal's latest advertisement have remained available. Many viewers expressed their appreciation for the company's stand.

"Have to give it to the Cheerios people for being bold where others would have avoided controversy," Derek Womble wrote online.

Edithson Abelard also commented, expressing his appreciation because the family in the commercial represents his own future.

"Cheerios has my respect big time," Abelard wrote online. "When my wife and I have kids we'll be able to watch the commercial, and they'll see it's OK to love someone from a different race and be proud."

Email: spetersen@deseretnews.com

Cheerios 2014 Game Day Ad | "Gracie"

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1. DN Subscriber
Cottonwood Heights, UT,
Jan. 29, 2014

This appears to be a case where they were selected based on the color of their skin, not the contents of their cereal bowls.

That is as offensive and racist as if they were excluded from making an ad because of their racial identity.

2. Mary Wms
Long Beach, CA,
Jan. 29, 2014

General Mills took a stand and that stand was on diversity. I applaud them for doing so. I live in a diverse community by choice and when the first ad aired, I didn't notice it was a biracial family. Until all Americans, for that matter, the world can do the same, then we need companies like GM to move those that cannot see the inevitable forward. And, from a business point of view, not a bad marketing strategy

3. Kalindra
Salt Lake City, Utah,
Jan. 29, 2014

@ DN: This family was originally chosen because they represent American families. Cheerios stuck with them not because if their races but in spite of them - and the negative response some people had.

Sticking with them is not racist - changing them for another family would be.

4. RockOn
Spanish Fork, UT,
Jan. 29, 2014

I LOVE Gracie and her parents. Great visualization of an important principle and... yes... it was essential to show a person of African descent and of European descent and their child because the racism against such an image needs to be attacked and the wholesome goodness of a real, intact father and mother with a child and one on the way needs to be portrayed. In the future no doubt they'll have an African descent mother and father and European or Asia child, and other mixes. So long as it is a female mother, a male father then the child can be whatever and we know he or she has the best chance at life. I'm now a Cheerios fan and buyer. Thanks General Mills.

5. spring street
SALT LAKE CITY, UT,
Jan. 29, 2014

How rediculous is it that in 2014 this would even be a matter of contention?