72andSunny’s First Cheerios Ad Is a Whole Lot Wilder Than What Saatchi Used to Make

Kaleidoscopic spot goes from seed to spoon

Like Monty Python before it, Cheerios thinks you should always look on the bright side.

A new campaign for America’s top-selling cereal is a frenzy of color, music and humanity. The whirlwind blink-and-you’ll-miss-it spot quite literally uses everything, and at least one kitchen sink, to position the famous oat rings as central to that circle we call life.

Who knew playing with your food could be so contagious?

This anthem spot is the first ad that 72andSunny has produced for the brand since winning a larger General Mills creative review late last year.

It marks a big departure from the work of former Cheerios agency Saatchi & Saatchi, which often focused on quiet family moments. A 2013 spot titled “Just Checking,” which starred an interracial couple and their daughter, famously went viral after inspiring a wave of racist comments from trolls on Reddit and YouTube. The brand later brought back the same family for its 2014 Super Bowl ad.

The new ad doesn’t just trace the evolution of a Cheerio from grain seed to prop. It also features a diverse array of Americans enjoying moments spent in the company of other people.

Driving the action are the musical stylings of Latrell James, a Dorchester, Mass., performing artist who told the Boston Globe this week, “I never even thought I’d be doing a commercial. And who would think I’d be part of such a major campaign on my first attempt?”

James and a collaborator completed the defiantly upbeat track in one take, which seems appropriate, given the ad’s focus on spontaneous moments of pure joy.

Client: Cheerios
Agency: 72andSunny
Campaign: Good Goes Round

General Mills
President, U.S. Retail Cereal: Dana McNabb
Business Unit Director: Susanne Prucha
Sr. Marketing Manager: Caio Correa
Creative Production Manager: Alexander Colvin
Executive Producer: Cheryl Broussard

Creative Co-Chair: Glenn Cole
Executive Creative Directors: Guillermo Vega & Bryan Rowles
Creative Directors: Matthew Carey & Wei Wei Dong
Creative Technologist: Tim Grover
Writer: Ben Wiley
Designer: Brandon Mai
Sr. Designer: Jordan Young
Head of Production: Lora Schulson
Executive Producer: Kerli Teo
Senior Producer: Ryan Chong
Production Coordinator: Emma Ogiens
Group Brand Director: Rachel Kornafel
Brand Director: Brittni Hutchins
Senior Brand Manager: Jessica Baker
Brand Manager: Dylan Levy
Brand Coordinator: Jena Verlin
Group Strategy Director: Anibal Casso
Senior Strategist: Anneliese Rapp
Strategist: Carol Chan
Partnerships & Legal Director: Denise Heyward
Partnerships & Legal Manager: Marissa Burnett
Junior Partnerships & Legal Manager: Pamala Billman

Production: Iconoclast
Directors: We Are From LA
Managing Director: Charles-Marie Anthonioz
Executive Producer: Valerie Romer
Producer: Carolyn Pham
DP: Greig Fraser

Editorial: Lost Planet NY
Editor: Bruce Herrman
Assistant Editor: Kenji Yamauchi
Executive Producer: Krystn Wagenberg
Producer: Samara Kelly

VFX & Design: The Mill
Executive Producer: Rachael Trillo, Thomas Gibson, Elizabeth Newman
Senior Producer: Abi Klimaszewska
Producer: Anica Douglass
Production Coordinator: Zack Francoise
Creative Director: Clarice Chin
Shoot Supervisor: Antoine Douadi
Art Director: Helen Hsu
Design & Animation: Justin Demetrician, Kyle Moore
2D Lead Artist: Antoine Douadi
3D Lead Artist: Laurent Giaume
2D Artists: Taner Besen, Sungeun Moon, Kyle Zemborain
3D Artists: Emily Meger, John Wilson, Anton Lerin, Sandor Toledo

Colour: The Mill
Colour Producer: Evan Bauer
Colour Coordinator: Elizabeth Nagle
Colourist: Josh Bohoskey
Color Assist: Nate Seymour, Zack Wilpon, Daniel Moisoff, Aysha Mazumdar-Stanger

Mix: Heard City
Audio Mixer – Eric Warzecha / Evan Mangiamele
Audio Producer – Andi Lewis
Audio EP – Sasha Awn

Music: Brew House Music / Gratitude Sound
Vocalist: Boyd Latrell Jaimz