Cheerios Spot With Mixed Race Family Receives Racist Comments

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

Published on

Editor's Pick

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."

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Jun 03, 2013
Saatchi & Saatchi New York
Chief Creative Officer:
Con Williamson
Executive Creative Director:
Peter Smith
Associate Creative Director:
Johnnie Ingram
Art Director:
Jacqueline Mellow
Mike Maher
VP/Executive Producer:
Dani Stoller
Production Company:
Community FIlms
Matt Smukler
Executive Producer:
Carl Swan
Director of Photography:
Andrij Parekh
Production Designer:
Victoria Morris
Editorial Company:
Jim Ulbrich
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age