Cheerios Spot With Mixed Race Family Receives Racist Comments

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

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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."

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About

Credits
Date
Jun 03, 2013
Agency:
Saatchi & Saatchi New York
Chief Creative Officer:
Con Williamson
Client:
Cheerios
Executive Creative Director:
Peter Smith
Associate Creative Director:
Johnnie Ingram
Art Director:
Jacqueline Mellow
Copywriter:
Mike Maher
VP/Executive Producer:
Dani Stoller
Production Company:
Community FIlms
Director:
Matt Smukler
Executive Producer:
Carl Swan
Director of Photography:
Andrij Parekh
Production Designer:
Victoria Morris
Editorial Company:
Beast
Editor:
Jim Ulbrich
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