Not all happy families have the same beginnings, but if there's one thing they have in common, it's the deep love at their core. And it's clear, in this new Cheerios ad from Canada, that André, Jonathan and their adopted daughter Raphaëlle couldn't feel more strongly for each other.
The spot begins with the French-Canadian couple, quickly glossing over how they met on a blind date to focus on the heart of the story—how their partnership became a family after Raphaëlle joined the picture. While it's a little too sappy-sweet to see the story illustrated by one Cheerio slowly floating toward two others in a bowl of milk, the story itself is undeniably heartfelt and memorable.
The ad is part of a "Cheerios Effect" campaign from Cossette Toronto, which celebrates stories of love—whether between fathers and their adopted daughter, a couple who bond over their passion for music, or a woman and her rescue dog. It also includes an interactive website that lets users input their personal stories, which are then turned into videos illustrated by Cheerios.
While all the stories are poignant, André, Jonathan & Raphaëlle's is especially touching because the men describe how they thought it would be impossible to have children. They also discuss their struggles with whether they wanted to be called "Dad," as they knew their daughter would already face societal judgment for having two gay parents.
If you aren't out of Kleenexes by this point in the two-minute clip, the final two lines of dialogue will ensure you'll be digging at the bottom of the box.
It's a healthy, balanced family indeed.
See more ads from the campaign below.
Agency: Cossette, Toronto
Chief Creative Officer: Glen Hunt
Creative Directors: Glen Hunt, Jennifer Wilson, Ed Lea
Art Director: Lucyed Hernandez
Copywriters: Dan Cummings, Jennifer Wilson
Agency Producer: Sharon Kosokowsky
Account Supervisor: Jamie Artkin
Group Account Director: Wendy Morgado
SVP, National Business Leader: Janis Lindenbergs
Production House: Descendants
Director: John Cullen
DOP: Kris Belchevski
Producer: Todd Huskisson
Editor: Gerrit Van Dyke
Editorial House: Soda Post
Audio House: Silent Joe
Music director: Jody Colero