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Cheerios brings back multi-racial family for Super Bowl ad

The first Cheerios ad to feature a mixed-race family premiered in May and got quite the racist backlash.
Posted By Veronica Linares   |   Jan. 29, 2014 at 3:57 PM   |   Comments

BUFFALO, N.Y., Jan. 29 (UPI) -- Cheerios has decided to take a stand in their ad for upcoming Super Bowl XLVIII.

The American brand of breakfast cereals manufactured by General Mills is bringing back the controversial interracial family that cast a Caucasian mother, a black father and a biracial child for the 30-second spot that will air on Sunday.

“Like millions of Americans, we just fell in love with this family,” Camille Gibson, vice president of marketing for Cheerios at General Mills told The New York Times. “The big game provided another opportunity to tell another story about family love.”

The commercial follows the same dynamic as the previous one did and finds a the family enjoying breakfast together. This time, the father is letting Gracie in on a family secret while he pours her a big bowl of Cheerios.

The brand's first ad featuring a mixed family premiered in May 2013 and received quite the racist backlash with comments including references to "troglodytes," Nazis and "racial genocide."

Gibson explained that the company never intended to be provocative with their ad, but that rather wanted to showcase that “there are many kinds of families,” and "we celebrate them all.”

[Cheerios]
[NYT]

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