Well, look who's boss. After some 60 years of loyal service, Uncle Ben is being elevated from fictional cook to fictional CEO of the fictional Uncle Ben's Inc. Mars, which owns the brand, is about to spend $20 million on a campaign to spread the news. Visitors to "Ben's office" can take a tour of his virtual premises, a wood-paneled suite with a Mac and a leather chair. But what's amazing about this guy isn't his fake promotion—it's that he still has a job at all. Uncle Ben is a rare survivor in the once-crowded world of racist spokescharacters. Most of his contemporaries were fired a long time ago.