Cheerios’ Latest Gem Is This Ad With a Grandpa Who Can No Longer Live Alone

Matt Smukler directs another winner

Cheerios, Saatchi & Saatchi and Community Films director Matt Smukler have teamed up for a number of memorable ads—most notably, the Cheerios spot with the interracial family that caused such a stir in 2013.

Here's their latest effort—a quiet minute-long spot about an elderly grandfather whose daughter is moving him out of his apartment and into a place where he'll have more help. It turns out he'll have more love, too—as well as plenty of Cheerios.

Pretty nice, simple storytelling.

Client: Cheerios
Agency: Saatchi & Saatchi, New York
Chief Creative Officer: Jay Benjamin
Executive Creative Director: Peter Moore Smith
Creative Director: Johnnie Ingram
Copywriter: Brad Soulas
Vice President, Executive Producer: Dani Stoller
Producer: Ali Issari
Senior Vice President, Account Director: Emily Wilcox
Account Director: David Barone
Account Supervisor: Taylor Doyle
Business Manager: Christina Mattson

Production Company: Community Films
Director: Matt Smukler
Executive Producers: Carl Swan, Lizzie Schwartz
Line Producer: Lisa Shaw
Director of Photography: Tami Reiker

Editing: Beast
Editor: Jim Ulbrich
Producer: Sheena Wagaman