LisaColumn__131015210634-275x198Does someone at MSNBC get a bonus for every media report that includes the name “MSNBC” and the word “apology”? This time, the cable news network apologized for a tweet it posted last night suggesting/fearing/hoping conservatives msnbc_logo_20110630160351__121213191013would not like the new Cheerios Super Bowl ad, and directing readers to its report on the ad. The spot features the same interracial family used in an earlier Cheerios commercial that set off quite a discussion — YouTube’s comments section on the ad was turned off when the talk got particularly heinous. “Maybe the rightwing will hate it, but everyone else will go awww: the adorable new #Cheerios ad w/ biracial family,” MSNBC tweeted, directing readers to its report and ad video.

Outrage ensued, with headlines including “MSNBC Slimes ‘Right Wing’ as Racist Over Cheerios Ad,” and “MSNBC Trolls The Right With Cheerios Tweet,” among others. Cue up MSNBC apologies via Twitter:

One minute later it tweeted:

nelson rodriguez
8 months
Cheerios should apologise for that disgusting commercial and assuming people would like the ad.in fact made me...
mamanas
9 months
I am glad Cheerios is sticking to the theme of diversity in families. As a wife/mother in...
Tony
9 months
I am a Cheerios fan for life. What guts, morals, ethics and sheer intellect on choosing to...

 

More media headlines: “MSNBC Apologizes For Tweet Taunting Conservatives Over Super Bowl Ad Starring Biracial Child,” and “MSNBC Apologizes After Racially Charged Gaff About Cheerios,” to name just two.

MSNBC has done a mess of apologizing lately: Our list includes former show host Martin Bashir’s apology for on-air comments about Sarah Palin, show host Melissa Harris-Perry’s tearful apology for program panel in which fun was poked at Mitt Romney’s family photo featuring a black grandson on his knee, and former show host Alec Baldwin’s mea culpa over on-the-street anti-gay rhetoric.

Here, in its entirety, is MSNBC’s report on the ad, to which the tweet had directed readers, followed by the new Cheerios Super Bowl ad that caused the kerfuffle, and that original Cheerios ad:

The Cheerios family is back.

The breakfast cereal’s new Super Bowl ad features the same fictional biracial family that sparked a backlash last year.

Titled “Gracie”–after six-year-old actress Grace Colbert, who stars as the daughter of an interracial couple–the ad presents another scene of family life. 

Forget the Seahawks and the Broncos: there may be another outcry, but most viewers are likely to declare this ad the Super Bowl winner.

In the Super Bowl ad, Dad tells the adorable daughter she’s going to have a baby brother, using Cheerios to demonstrate – she negotiates for a puppy too. Oh, spoiler alert. My bad.

(Watch this year’s Super Bowl ad here, followed by the original Cheerios ad):

Original ad: