Poking a dollar-wrapped finger into the eye of haters across America, Cheerios will bring back the interracial family that brought so much controversy. As we’ve mentioned, advertisers are hip to the FACT that more and more families in America look like us, or have relatives, friends and co-workers who do. In fact, General Mills believes this to be such a slam-dunk that they dropped $4 million on the 30-second spot.
They were featured in an ad last year that made headlines after it sparked ugly comments online. But the negative remarks were followed by an outpouring of support for the fictional family made up of a black dad, white mom and their young daughter.
General Mills, which owns Cheerios, said at the time that it cast the actors to reflect the changing U.S. population. The Minneapolis-based company continued running the ad for several months as planned.
In the weeks after the ad made headlines, CEO Ken Powell noted in an earnings call that Cheerios’ sales performance was benefiting from new advertising, although he didn’t specifically cite an ad or the controversy for the improvement. General Mills, which also makes Lucky Charms, Kix, Cinnamon Toast Crunch, has been struggling to boost sluggish cereal sales in recent years as Americans increasingly reach for other options in the morning.
In the new Cheerios spot set to debut during the Super Bowl, the father uses individual Cheerios to represent each member of the family, explaining to his young daughter that, “Pretty soon, you’re going to have a baby brother.”
The girl looks dismayed at first, but then smiles and adds another Cheerio to the little pile.
“And, a puppy,” she negotiates. Her father says it’s a deal. The ad closes with a shot of the mom, watching from the side, looking alarmed at that development.
A 30-second spot during the Super Bowl costs around $4 million this year. A spokesman for General Mills said the ad is set to air during the first unscheduled time out during the game Sunday.
This is a reality that some still don’t want to embrace, but I’m heartened that they will die eventually. Die racists, diiiiiieeeee!!!!