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.