General Mills is stimulating conversation about mixed race marriage in the United States with “Just Checking”, a television commercial for Cheerios breakfast cereal. The commercial, featuring a child with an African American father and Caucasian mother, has notched up over 3 million views, 37589 likes and 1944 dislikes on the Cheerios Youtube channel since its launch on May 28. After a series of racist slurs left by haters, comments were disabled.
Another Cheerios ad, “Evidence”, released on the same day, hasn’t picked up the same attention. No dad in sight.
The Just Checking ad was developed at Saatchi & Saatchi New York by chief creative officer Con Williamson, executive creative director Peter Smith, associate creative director Johnnie Ingram, art director Jacqueline Mellow, copywriter Mike Maher, executive producer Dani Stoller, management director Rodes Ponzer, account manager Matt Muriello and assistant account executive Carly Wallace.
Filming was shot by director Matt Smukler via Community Films with executive producer Carl Swan, director of photography Andrij Parekh, line producer Carr Donald and production designer Victoria Morris.
Editor was Jim Ulbrich at Beast with producer Valerie Iorio and assistant editor Elmer McCarty. Graphics were by Michael Ricca.