UPDATED: Mixed-Race Cheerios Ad Drives Heated Reaction

UPDATE, July 16, 2013: Benny and Rafi Fine, filmmakers who own Fine Brothers Productions, have a created a catalogue of videos of kids and teens reacting to a variety of pop culture phenomenons. Now they have taken on the much discussed "bi-racial" Cheerios ad. The filmmaking duo set out to find out how children would react to the commercial — and to finding out about all of the highly charged statements following its release. As the brothers write in the introduction to the video: "This episode of Kids React will discuss the sensitive subject of racism and its impact on individuals, families and the world at large. The opinions of children about these issues can give incredibly valuable insight into where our society really is and where we are headed as people." See the "Kids React to Controversial Cheerios Commercial" below.

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May 31, 2013: A new ad released for Cheerios has sparked a lot of reaction that has nothing to do with cereal. In the spot, a young bi-racial girl is shown asking her Caucasian mother questions about Cheerios. The end of the commercial reveals that her father is African-American.

A thread on Reddit hit the site's front page. The user's initial post: "Finally, a commercial depicting an interracial family. Thanks, Cheerios!" Despite the initial applause for the video from the thread's first poster and many others who followed, racist remarks ultimately hit the feed. On Youtube, where the video is posted, comments have been turned off. AdWeek reported that the comment section had references to Nazis, "troglodytes," and "racial genocide" before it was shut down.

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Camille Gibson, the vice president of marketing for Cheerios, gave Gawker a statement: "Consumers have responded positively to our new Cheerios ad. At Cheerios, we know there are many kinds of families and we celebrate them all."

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