Saatchi & Saatchi Pulls Heartstrings for Cheerios

By Erik Oster 

Saatchi & Saatchi gets emotional in its latest spot for Cheerios, entitled “3rd Shift.”

The 30-second broadcast spot tackles the harsh reality of juggling family life with an unorthodox work schedule for hardworking Americans. At the beginning of the spot, a man sighs as his wife says, “I know, this third shift is rough” and their son watches in the background. In the next scene we see a light flicker on as the boy reaches into the refrigerator for milk, a box of Cheerios under his arm. When his father sternly asks him what he’s doing up so late he replies, “I just wanted to have breakfast with you.”


“3rd Shift” comes as something of a shift to a more down-to-earth approach for the brand, following on the heels of recent spots featuring celebrities both human and feline. The emotional tone attempts to highlight the cereal’s function as a quick, yet somewhat healthy, option for families too busy for a more involved breakfast.


Executive Creative Director: Peter Moore Smith
Executive Creative Director: Justin Ebert
Creative Director: Johnnie Ingram
Management Director: Rodes Ponzer
Account Executive: Carly Wallace
Chief Production Officer: Tanya LeSieur
Head of Content Production: John Doris
Executive Producer: Dani Stoller
Music Director: Eric Korte
Production Company Community Films LA, CA
Director: Matt Smukler
Director of Photography: Tami Reiker
Executive Producer: Carl Swan
Line Producer: Carr Donald
Editing House Beast NY, NY
Editor: Jim Ulbrich
Assistant Editor: Elmer McCarty
Producer: Valerie Iorio
Executive Producer: Helena Lee
Post House/Telecine Company 3
Colorist: Tom Poole
Post House/Conform Gryphyn
Sr VFX Artist: Scott Bravo
Producer: Mark Reyes


Music company: Stimmung
Composer: Robert Miller
Producer: Megan Campbell
Visual Effects
VFX Compositor: Michael Ricca
Animator & Compositor: Michael Ricca