Category Archives: ArtistDirector

Video

Cheerios’ Bold Move Outs Racist Maniacs

Kudos to Cheerios for bravely taking a step into the new multiculturalism that already shapes America’s population, but is rarely portrayed in media.

In less than 72 hours, Cheerios’ “Just Checking” commercial racked up 300,000 views on their YouTube channel (now close to 3 Million) and pulled the sheets off of America’s closeted, racist underbelly. Following suit of the other spots in the campaign, “Just Checking” innocently features a child interacting with her parents. The pot-stirring difference appears to be the ethnicities of the multiracial daughter, Anglo-(looking) mom and African American(-looking) dad. So stirred was this pot of discrimination, so visceral the comments left by trolls, that Cheerios decided to disable its comments on this video, proving that with progress does not often come without resistance.

Gawker.com has continued the dialogue on their message boards, where you can read (or chime in) on both sides of this heated and storied debate. Even Ad Age wrote a post on the breakfast cereal that was socially shared more than 600 times within hours of its posting.

Shaherra Rolen Family
Our own Shaherra Rolen commented that for the first time in recent memory, she saw a commercial image that resembled her own multi-racial family. She stated:


It’s great to finally see a commercial that is relatable to me, a wholesome family that just happens to be multiethnic.  Growing up I didn’t see a lot of mixed people fully represented on television.  Even now, the family structure is still shown as two parents of the same ethnicity.  I’m so glad to have had my bowl of Cheerios this morning and will do more to support General Mills products.

In your opinion, do you think Cheerios and General Mills took a brave step into the new multiculturalism, or did they try too hard? And how do you think this will affect the casting of future American TV spots?

Justin J. Jordan
@ArtistDirector

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What NOT To Do in Social Media – IMAGES 2012 Client E-Summit

Continuing to entertain, showcase our in-house talent and encourage our clients/ partners to log on for IMAGES USA’s digital client summit, we have two more teasers giving a preview to one of many topics we’ll cover as we discuss Decoding Digital: Branding in a New Language.

IMAGES USA Would like to invite all clients to join us online on Thursday, March 29th from 10:30AM – 3:30PM EST.

In acknowledgment of the increased influence of the digital space in the ad industry, IMAGES USA has decided to host our first E-Summit. We will share insights on new and innovative ways to reach consumers online, digital strategies, and insights on social media engagement.

*IMAGES USA Clients exclusively

RSVP by sending an email to m.browner@imagesusa.net