New Cheerios TV Commercial Stirs Up Controversy And Once Again Proves That Racism Remains In The U.S.A.

     On July 18th, 1984...at the Democratic National Convention in San Francisco, California...Reverend Jesse Jackson spoke the following words in his address to delegates and the nation.  "Our flag is red, white and blue, but our nation is a rainbow - red, yellow...brown, black and white - and we're all precious in God's sight." 

     Each and every one of us was born in God's image.  So why are those of you - who by definition are bigots - vehemently against...a racially mixed, little girl - who is the product of a black man...and a white woman - showing her love for her father?

   

  In a new Cheerios television commercial, the ad presents an adorable little girl... standing at the kitchen table...asking her caucasion mommy if Cheerios cereal is good for the heart. 

After the mother gives her daughter the reasons why...including that Cheerios has whole grain oats that can help reduce cholesterol...which makes it a "heart healthy" cereal...the child rushes out of the kitchen.  In the next scene, we see the youngster's African-American father awakening from a nap on the couch.  His chest - just above the heart - is covered with a mound of Cheerios.

     The Cheerios commercial is a charming and wonderful ad that shows a child's love for her daddy and conveys a beautiful message to "share Cheerios with the person closest to your heart."  The spot's been viewed more than 2 million times on YouTube and unfortunately has sparked criticism from a tremendous amount of people nationwide because of its depiction of a bi-racial family.  

     The ad features a sweet, loving family.  Why must skin color be made an issue?  Why does anyone give a damn that the dad is black, the mom is white and the child is a combination of both her parents?  Can't those of you who are so horribly and disgustingly prejudiced think about the love the little girl has for her father...and her desire for him to live healthy?

     What is wrong with our society today?  It is truly a shame that rampant racism raises its ugly head...especially when a little girl is demonstrating affection and displaying her love that her daddy be "heart healthy."  It is distressing to observe the offensive abuse by people who are combative towards the love...between any people...of any race...or races.  Why must such love be frowned upon?

  

   Despite some of the negative reaction, General Mills is standing by its Cheerios spot...and why shouldn't they?  The company has produced a very special commercial that is summed up by the final graphic...LOVE.  It is an awesome ad...a first rate spot...and General Mills deserves accolades and applause.  The negative responses...by so many Americans...once again prove to me that there are a great deal of ignorant people in our country.

     But should we...should I...be completely surprised by the attacks that General Mills is receiving?  I recently wrote a commentary about anti-Semitism in the United States...and I touched on racism against blacks.  In my essay, I referenced an Associated Press poll that showed that 51 percent of Americans express "explicit anti-black attitudes."  With that sad statistic in mind, I suppose I should not be shocked by the objections and disapproval of a television commercial that highlights a family with a black father, a white mother and their bi-racial daughter.  But in this day and age, it nevertheless disturbs me and I am still amazed by the bigotry of people in the U.S.A. today.

     As someone who has been associated with the media for nearly 40 years...including managing radio stations and selling advertising...I learned early in my career that the key to any commercial's success is to get people talking about it.  Good or bad...as long as there is so-called - "water cooler conversation" - about the TV or radio spot...then the writers, producers, ad agency and everyone else involved in the commercial making it to air...did their jobs correctly.  I can guarantee you that the executives at General Mills are jumping with joy that there is controversy with their Cheerios spot.  In fact...I would bet...that the commercial was created with a multi-racial family...with the full understanding that the ad would indeed stir up controversial discussions.  Let's face it...we're all watching the spot on television and on the Internet...and everybody's talking about it.  Accordingly, we are talking about Cheerios...and people are buying the product.  I can assure you that General Mills got the results they were hoping for and, therefore, they have accomplished and achieved their goal.

     That being said...it is heartwrenching that a television commercial would unleash such brutal cruelty by human beings towards other human beings...and it's depressing to think that any advertising would generate such anger by so many people who are obviously consumed with despicable hate.

     According to the 2010 U.S. Census, one in ten married couples - that's 5.4 million couples - in America today are interracial; a 28 percent increase since 2000.  The Cheerios commercial represents that there are more and more families of the 21st century that are multi-blended...and thankfully...General Mills had the courage to produce such an ad.

     And that's The Controversy for today.

     I'm Gary B. Duglin.

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