This adorable and clever commercial depicts one, of tens of thousands, of interracial American families, however, its negative backlash ultimately drove General Mills to remove the comments section of the YouTube video. The content was beyond disturbing with references to Nazis, “troglodytes” and “racial genocide.” Some have argued the news around the commercial promoted the 73,000 likes over the number of 3,000 dislike but the removal of the section it is still quite irksome.
In a statement to ABC News, Camille Gibson the VP of Marketing for Cheerios said
Consumers have responded positively to our new Cheerios ad. At Cheerios, we know there are many kinds of families and we celebrate them all. The YouTube comments that were made were, in our view, not family friendly. And that was really the trigger for us to pull them off. … Ultimately we were trying to portray an American family. And there are lots of multicultural families in America today.
And Tim Nudd in his piece It’s 2013 and People Are Still Getting Worked Up About Interracial Couples In Ads proclaimed
You’d think this new Cheerios ad from Saatchi & Saatchi in New York might go largely unnoticed, given the plethora of interracial couples on TV shows these days.
Most commercials that receive negative backlash stop running, and I praise cheerios for the content of their commercial and their persistence to air it.
In my utopia the uproar around this commercial, negative and positive, would not exist considering its content would be normal. For me Girlpower relates to the empowerment of our youth, and I hope one day to see young girls playing equally with ponies and engineering legos; to see teenager girls not ashamed of their periods or bodies. We have discussed so many cultural problems this semester, and I believe the change we seek begins with our youth.
My mother recently send me an article that represents just this. A story of a photographer and mother, Jaime Moore, who searched high and low for creative inspiration to take photos of her 5-year-old daughter. Unsurprisingly, Moore found most of the ideas were how to dress your little girl like a Disney princess. Her results got her thinking about some real women for her daughter to look up to. She ultimately decided to dress her up Susan B. Anthony, Coco Chanel, Amelia Earhart, Helen Keller, and Jane Goodall. The final shots are absolutely spectacular.
This series sparked The Not Just A Girl Project, designed to “let’s show our girls the real women they can be.”
This is the path to my utopia.