Despite everything, television still has an extraordinary amount of power

The response to Nestlé featuring a mixed race family in an advert for Cheerios shows that the medium is still deeply conservative.

It starts out adorable, but sadly it doesn’t end that way. A little girl walks into the kitchen where Mum is sitting, smiling in that benign way mums in ads do. The child asks is if it’s true that Cheerios are good for your heart, her mum confirms it, while casually adding in some of the brand’s information. The girl smiles, grabs the box of cereal and practically skips off.

Then the camera cuts to the living room sofa, where Dad is just stirring from a nap. He rustles as he awakens, and looks down to find hundreds of Cheerios on his shirt, over where his heart would be. He looks bewildered, in the way dads in ads often look. The plinky-plonky music comes on to tell us to be charmed and we hear Dad’s vaguely hysterical call for “Jen!” (whom we assume is Mum).

It’s not a bad ad. In 30 seconds, it has it all: a family, to appease the chunk of the audience most likely to be buying a box of Cheerios; and the right music, unobtrusive and subtle. The kid, like almost all American child actors, is very good and quite cute too. The parents are not model-beautiful, just normal, everyday “not unattractive”, and importantly their respective attractiveness matches. And they’re selling cereal, the blandest of kitchen staples.

So why has this innocuous ad caused a stir? Simple: race. The little girl at the start is a mixed-race child. Her “parents” are in an interracial relationship; he is black and she is white. If you’re waiting on me to reveal that at some point the family skins a kitten and pledges allegiance to Satan, I’m afraid I can’t help you. The problem – as detailed by several of the intensely racist comments beneath the YouTube video of the ad – was that this family had the temerity simply to exist. That, despite the (unconstitutional since 1967) anti-miscegenation laws of the US, they had been formed and that a cereal company had dared to showcase them. A quick reminder that this is the year of our Lord 2013.

I saw the ad as it came up on my Tumblr dashboard shortly after it was first posted, and accompanied only by comments along the lines of “aw, cute!”. I watched it, noted the family’s mix and gave a muted thumbs up – I live in London, as I have done for most of my life, and this has been the situation on the ground for a good long while. Furthermore, even away from the world’s capital cities, the interracial family is a reality.

So what had made people watch this ad, and rather than appreciate seeing a gentle and warm family moment cynically exploited to sell crunchy cereal, leave comments where words such as “troglodyte” and “racial genocide” were thrown around, as well as references to crime, absentee fatherhood and other racist stereotypes? The answer is that it appeared on television.

Television, despite all the tears and handwringing that it is in its death throes, still has an extraordinary amount of power. Across playgrounds and offices, telly has given us the “watercooler moment” time and time again. Television is a unifier, and to a great extent a “normer” – it almost legitimises what we already kind of know to be true. The things that “shock” us on television are rarely new: what connects Brookside’s lesbian kiss with EastEnders’ incest storyline? They were things that had been happening in the “real world”.

What television does is show it, often years later, and rarely at the same levels in which it is happening in society. In fact, if we were going with the census data, just one ad with a mixed-race family is hardly representative.

Consider both of the players: TV and Nestlé. Television is deeply conservative, still. And cereal companies are not just mad about wholegrain, their very stock-in-trade is wholesome. This was not an indecipherable perfume ad, with French people kissing and exposing their nipples willy-nilly. It was a family house, with a family in it, and a cereal that purports to keep your heart healthy. The product did not matter. The existence of this family, legitimised by television did. I reckon television should clap itself on the back for this one. If people are still threatened by the realities of human society – as portrayed in a banal advert – there’s life in the old dog yet.

The Nestlé ad.

Bim Adewunmi writes about race, feminism and popular culture. Her blog is  yorubagirldancing.com and you can find her on Twitter as @bimadew.

Photo: Getty
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Radio as shelter: Grenfell Tower was too frightening to look at

No song seemed to fit the mood on Hayes FM.

“Amidst all this horror, I hope to bring you some light relief. Here’s James Taylor.” Two days after the Grenfell Tower fire, a popular community station a little west of the incident was uncertain what note to strike.

The repeated ads for alarms detecting carbon-monoxide leaks (“this silent killer”) and tips on how to prevent house fires (“Don’t overwhelm your sockets and cause a spark”) sounded perhaps a little overassertive, but then the one for a day-long course focusing on resisting gender stereotyping (“Change the narrative”) felt somewhat out of place. And no song seemed to fit. James Taylor’s “Shower the People” turned out OK, but the Cranberries’ “The Icicle Melts” was unceremoniously faded out mid-flow.

This does often happen on Hayes FM, though. There are times when the playlist is patently restless, embodying that hopeless sensation when you can’t settle and are going through tracks like an unplugged bath – Kate Bush too cringey, T-Rex too camp – everything reminding you of some terrible holiday a couple of years ago. Instead, more ads. Watch your salt intake. Giving up smoking might be a good idea. Further fire safety. (“Attach too many appliances and it could cause an overload and that could cause a fire. Fire kills.”)

Then a weather report during which nobody could quite bring themselves to state the obvious: that the sky was glorious. A bell of blue glass. The morning of the fire – the building still ablaze – I had found three 15-year-old boys, pupils at a Latimer Road school that stayed closed that day because of the chaos, sitting in their uniforms on a bench on the mooring where I live, along the towpath from the tower.

They were listening to the perpetual soft jangle of talk radio as it reported on the situation. “Why the radio?” I asked them, the sight of young people not focused on visuals clearly unusual. “It’s too frightening to look at!” they reasoned.

Radio as shelter. As they listened, one of them turned over in his hand a fragment of the tower’s cladding that he must have picked up in the street on the way over – a sticky-charcoaled hack of sponge, which clung like an insect to his fingers whenever he tried to drop it. 

Antonia Quirke is an author and journalist. She is a presenter on The Film Programme and Pick of the Week (Radio 4) and Film 2015 and The One Show (BBC 1). She writes a column on radio for the New Statesman.

This article first appeared in the 22 June 2017 issue of the New Statesman, The zombie PM

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