Nickelodeon’s “I Can’t Breathe” Commercial Sparks Controversy: “Educate Your Kids”

Nickelodeon has gone dark in protest of George Floyd‘s death. On Monday, the kid-friendly network went off the air for eight minutes and 46 seconds, the length of time that Floyd was pinned to the ground with a police officer’s knee on his neck, as a tribute to Black Americans who have died as a result of police brutality. While a few parents complained that the “I Can’t Breathe” commercial that played during the blackout was too “scary” for their children, the vast majority insisted that Nick’s ad was “super important” for kids to see. “Check your privilege and educate your kids,” tweeted one viewer.

Yesterday afternoon, ViacomCBS brands paid tribute to George Floyd with a powerful spot meant to visualize his pain. For eight minutes and 46 seconds, Nickelodeon, MTV, and other ViacomCBS networks went dark, save for the words, “I can’t breathe” regularly appearing and fading on the screen. The text was punctuated by the sound of heavy breathing and a request for viewers to join Color of Change in its mission to reform the criminal justice system.

Nickelodeon’s strong stand against police brutality was praised by many viewers, but a small set felt that the eight-minute spot was too graphic for young children. One Twitter user shared a video of the clip (alongside alt-right Q Anon conspiracy tags) and insisted that she’s “pissed” about the ad, as her “8 year old is scared to death.” Another user quoted the video and asked why Nickelodeon had “to make it scary” for children.

Many Nickelodeon viewers were quick to point out that “it is scary” — particularly for Black Americans who are brutalized by the police. “Nickelodeon did what it had to do… Teach them!” one fan urged white parents. “I’m in tears rn. This is so powerful,” said another.

Good for you, Nickelodeon. Watch the network’s “I Can’t Breathe” commercial above.