General Mills isn't backing down after some intense online bullying for a previous ad they ran. Instead, they're making sure their wholesome message is heard loud and clear to a Super Bowl-sized audience.
The company says the family represents a changing America and, more importantly, a loving family. At the end of the day, though, the bottom line is that the company believes the message will help sell cereal.
What began with a little girl named Gracie pouring Cheerios on her napping father's heart to help keep it happy is now getting a do-over. The girl with her white mother and black father will be welcoming a new addition to the family soon.
This time, the company hopes the spot will be seen and received -- just without as many haters as last time. When the first commercial debuted last summer, social media sites were inundated with racist and hate-filled comments. The deluge was so severe, Cheerios even disabled the comments section on its YouTube page.
Even so, Camille Gibson, the vice president of marketing for Cheerios, said the positive comments far outweighed the negative. That's why they created a second 30-second spot featuring the same family. That ad will debut during the Super Bowl.
Charlie Callahan is the creative director of Periscope, a Minneapolis ad agency. He says the commercial, in a subtle way, is about Cheerios taking a stand against its critics. To the company, this is what an American family looks like -- and they want those families to buy a box or two.
When the new ad is released, Cheerios representatives will be watching the comments section.