Saatchi & Saatchi New York Wants You to Cry Over Your Bowl of Cheerios

By Erik Oster 

Saatchi & Saatchi New York launched a new spot for Cheerios, aiming to tug on viewers’ heartstrings with the 60-second “Grandpa.”

The sentimental spot, directed by Community’s Matt Smukler, opens with a woman picking up her father and a glimpse out the window of a sign indicating a two-bedroom house for rent. As her father looks back longingly at the house she reassures him, saying, “I think you’re going to love your room.” When she arrives at her destination it becomes clear he’s not moving into a retirement home, but rather with his daughter and her family. His granddaughter leads him into the kitchen, where she has a surprise for him, sparked by her mom saying that he loves Cheerios.

It’s the latest in a string of emotional ads for the brand, dating back at least to last September’s “3rd Shift.” More recently, Saatchi highlighted the brand’s new gluten-free options with the story of how 50-year Cheerios research and development veteran Phil Zietlow came up with the idea after discovering his daughter-in-law can’t eat gluten. The more human approach seems to work for the brand, as it’s a lot easier to stomach than, say, a dance-off with Usher

Client: Cheerios
Agency: Saatchi & Saatchi, New York
Chief Creative Office: Jay Benjamin
Executive Creative Director: Peter Smith
Creative Director: Johnnie Ingram
Copywriter: Brad Soulas
VP, Executive Producer: Dani Stoller
Producer: Ali Issari
SVP 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

Editorial: Beast
Editor: Jim Ulbrich
Producer: Sheena Wagaman