David Oyelowo, originally from the U.K., was unfamiliar with the term “government cheese”—the processed cheese distributed to welfare recipients, U.S. schools, and food banks since the 1940s.
However, his new Apple Original series, “Government Cheese,” reinterprets the phrase in an entirely new way.
“It’s a very intriguing title,” Oyelowo tells while discussing the series. “A good title is a very hard thing to find—especially one that carries layered meanings and serves as an analogy for what the show represents.”
In the series, Oyelowo takes on the role of Hampton Chambers, the head of a family residing in the San Fernando Valley in southern California during 1969.
Alongside him are his wife, Astoria (Simone Missick), and their two sons, Einstein (Evan Ellison) and Harrison (Jahi Di’Allo Winston).
The Chambers family is a quirky ensemble, each member pursuing ambitious, seemingly unattainable dreams.
The storyline unfolds as Hampton is released from prison, but his long-awaited reunion with his family does not go as planned.
According to the series synopsis, in his absence, his wife and children have developed their own unique dynamic, and his return disrupts their world, throwing everything into chaos.
“While I was away, I came up with a plan that’s gonna make our family the toast of Chatsworth,” Hampton confidently proclaims in the newly released trailer, revealing his invention—a drill that sharpens as it operates.
However, as suggested by the two-and-a-half-minute preview, Hampton’s road to redemption won’t be smooth. Among the many obstacles he faces is a debt owed to local gangsters. The show’s tagline makes it clear: “A second chance is never simple.”
Describing the series, Oyelowo states, “I call it a parabolic, surrealist, absurdist family comedy, because that’s the only way I can define it.”
As an executive producer under his Yoruba Saxon banner, he adds, “I hadn’t seen anything like it before. And at this stage in my career, it’s rare to find something that feels completely original.”
Oyelowo, well-versed in portraying stories from the 1960s—including his role as Dr. Martin Luther King Jr. in “Selma”—emphasizes that “Government Cheese” stands apart from typical narratives of that era.
“What I truly love is that it’s not about civil rights. It’s not about our oppression in any way. It’s a celebration of family in a universal sense, yet with highly specific characters.
Apple Series ‘Government Cheese’
It’s a celebration of Black joy, aspiration, and inspiration, while still acknowledging the complexities of life and family dynamics. It manages to feel both fresh and familiar at the same time.”
Joining Oyelowo on Zoom are the show’s creators: Paul Hunter, a visionary director known for his work on music videos for artists like Jennifer Lopez, Lenny Kravitz, Mariah Carey, Christina Aguilera, Justin Timberlake, Will Smith, Michael Jackson, and Janet Jackson; and Aeysha Carr, an experienced writer-producer with credits on “The Carmichael Show,” “Brooklyn Nine-Nine,” and “Rel.”
“Government Cheese” draws inspiration from Hunter’s personal life and his upbringing in California. The title nods to his family’s experience of receiving “government cheese,” though it ultimately serves as a broader metaphor for resilience and ingenuity.
“It’s about having your back up against the wall and finding ways to be creative,” Hunter explains. “It’s about innovation in the face of scarcity.”
Carr adds, “What’s great about the title is that it resonates differently across generations. In the writers’ room, we had 20-year-olds who assumed ‘cheese’ referred to government money. They had no frame of reference for what it meant in the ’70s or beyond.
We love the ambiguity of the title because we’re not just talking about a literal block of cheese or government aid; we’re talking about taking something small and transforming it into something significant.”
The series is set to make its world premiere at SXSW, a longtime dream venue for Hunter, who admired filmmakers like the Daniels debuting their work there.
From the outset, he and Carr envisioned it as the ideal launchpad for their offbeat show. “We thought, ‘Man, South by would be the perfect place,’ and then it actually happened.”
Why SXSW? “Not to take away from other film festivals, but at this point, it’s the coolest one,” Carr says. “The attendees are there out of genuine interest in film. It’s not about networking—it’s about discovering exciting new projects.”
Reflecting on the journey from Hunter’s initial pitch—rooted in his own family’s experiences in the Valley—to filming a short six years ago and now launching a full-fledged series, Oyelowo is in awe.
“To be premiering at SXSW, a festival I personally love, is truly a ‘pinch me’ moment, given how this all started.”
Following its SXSW debut, the ten-episode comedy will begin streaming globally on Apple TV+ on Wednesday, April 16. The first four episodes will drop on launch day, with new episodes releasing weekly thereafter.
