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.

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Broken and The Trial: From Sean Bean playing a priest to real life lawyers

A surprisingly involving depiction of a clergyman provides the saintly contrast to the sinner being judged by a real jury.

I was all set to scoff at Broken, Jimmy McGovern’s new series for BBC1 (30 May, 9pm). A drama about a Catholic priest and his impoverished parish in a “major northern city”, it sounded so hilariously McGovern-by-numbers (“Eh, lad, give us the collection bowl – the leccy wants paying”) that on paper it could pass for a spoof. Even funnier, Sean Bean, late of Game of Thrones, was to play the clergyman in question.

Naturally, I adore Bean, who comes from the major northern city that is Sheffield, as I do, and who is so terribly . . . virile (though when I interviewed him in a car park behind King’s Cross Station a few years ago, and a security guard in a high-vis jacket approached us furiously shouting the odds, he ran and hid in his trailer, leaving yours truly to face the music). But let’s face it: he’s not exactly versatile, is he? The idea of him in a cassock, or even just a mud-coloured cardigan, made me laugh out loud.

Settling down to watch the series, however, I soon realised that no scoffing would be taking place. For one thing, Broken is hugely involving, its Dickensian plot (no spoilers here) as plausible as it is macabre. For another, in the present circumstances, its script seems to be rather daring. Not only is Father Michael Kerrigan shown – cover my eyes with the collected works of Richard Dawkins! – to be a good and conscientious priest, but his faith is depicted as a fine and useful thing. If he brings his besieged parishioners solace, he is sure to be carrying vouchers for the food bank as well.

The flashbacks from which he suffers – in which his mammy can be heard calling him a “dirty, filthy beast” and a spiteful old priest is seen applying a cane to his hand – are undoubtedly clichéd. But they are also a device. Forty years on, he is happy to nurse his dying mother, and his love for God is undimmed: two facts that are not, of course, unrelated. How weirdly bold for a television series to set its face against the consensus that denigrates all things Christian as it never would any other faith.

I don’t for a minute buy Anna Friel as Christina, the gobby, broke single mother Kerrigan is determined to help. Even when covered in bruises – a bust-up at the betting shop – Friel manages to look glossy, and she never, ever quits acting (with a capital A), which is a drag. But Bean is such a revelation, I was able to ignore the voice in my head which kept insisting that a Catholic priest as young as he is – in this realm, “young” is a couple of years shy of 60 – would surely be Polish or African (I’m not a Catholic but I am married to one, for which reason I occasionally go to Mass).

He plays Kerrigan, whose overwhelming desire to be kind sometimes makes him cack-handed, with great gentleness, but also with an uninflected ordinariness that is completely convincing. Part of the problem (my problem, at least) with Communion is the lack of rhetorical passion in most priests’ voices, something he captures perfectly. One other thing: Line of Duty fans need to know that Adrian Dunbar – aka Ted Hastings – can also be seen here wearing a dog collar, and that he looks almost as good in it as he does in police uniform.

On Channel 4 The Trial: A Murder in the Family was an experiment in the shape of a murder trial in which the defendant – a university lecturer accused of strangling his estranged wife – and all the witnesses were actors but the lawyers and “jury” were real. Over five consecutive nights (21-25 May, 9pm), I found it pretty tiresome listening to jury members tell the camera what they made of this or that bit of evidence.

Get on with it, I thought, longing again for the return of Peter Moffat’s Silk. But I adored the lawyers, particularly the lead ­defence barrister, John Ryder, QC. What an actor. Sentences left his mouth fully formed, as smooth as they were savage, his charm only just veiling his mighty ruthlessness. Drooling at this performance – which was not, in one sense, a performance at all – I found myself thinking that if more priests came over like barristers, our dying churches might be standing room only.

Rachel Cooke trained as a reporter on The Sunday Times. She is now a writer at The Observer. In the 2006 British Press Awards, she was named Interviewer of the Year.

This article first appeared in the 25 May 2017 issue of the New Statesman, Why Islamic State targets Britain

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