Thankfully for fans, this year’s Super Bowl featured some ads to keep them entertained during Seattle’s demolition of the Denver Broncos. Two of the ads, in particular, stood out to me for their recognition of America’s diversity.
The one that has provoked less controversy was for Cheerios and featured a biracial family:
This commercial is actually a sequel to a previous commercial from last spring that featured the same family. The previous ad ignited racist comments online, leading comments to be disabled on the video at YouTube. These comments demonstrate that a casual depiction of an interracial family is still a big deal over 40 years after the Supreme Court struck down anti-miscegenation laws in its ruling on Loving v. Virginia.
The second commercial was for Coke and has received considerably more attention:
The attention this ad has received is reminiscent of the controversy after Marc Anthony sang “God Bless America” at last summer’s MLB All-Star Game. In both cases people seem to have forgotten that not everybody in the United States speaks the same language or has ancestors from the same part of the world. This was also reportedly the first Super Bowl Commercial to feature a gay family.
While it is great to see these depictions during one of the most-watched television events of the year, there is also an element of calculated risk that it seems General Mills and Coke were willing to accept. That is, airing a commercial that will anger some people will also ensure that people will be talking about that commercial and, by extension, the product. Katie Bayne, Coke’s president, said, “We hope the ad gets people talking and thinking about what it means to be proud to be American.” Oh, and Coke!
The fact that these complaints will be written off as bigoted by the majority of the audience they are trying to reach also reduces the actual risk that they take on and says to consumers, “We think those people are idiots, too. Buy our product.”
Update: Here is a post by Jenny Davis discussing these ads and the way our reaction to them helps us overlook systemic racism.
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