Creativity

Cheerios' Multiracial Family Returns for Super Bowl Ad

Family Proved Popular With Consumers in First Appearance for Brand

Published on Jan 29, 2014

Editor's Pick

Cheerios is going for the cute factor in its first-ever Super Bowl ad. This spot, released Tuesday night, shows parents using pieces of the cereal to explain to their daughter that she is about to have a baby brother.

The multiracial couple and the girl, named Gracie, were featured in another recent commercial for the brand that prompted some racist comments on the internet but scored well with most consumers and was considered a big hit. Saatchi & Saatchi, New York, handled that spot and the Super Bowl ad.

"Cheerios is about families and love and connections and breakfast," said Camille Gibson, VP of marketing for Big G cereals, on the General Mills corporate blog. "Our new Cheerios ad celebrates one of those special moments in a family that America fell in love with. The ad quietly celebrates the emotional sharing and simple joys we find when spending just a few simple moments together every day."

The ad represents the first time General Mills has advertised in the Super Bowl since 1996, when Wheaties ran a spot featuring Michael Jordan, Deion Sanders and Steve Young.

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About

Credits

Date
Jan 29, 2014
Agency:
Saatchi & Saatchi New York
Client:
Cheerios
Exec. Creative Director:
Peter Moore Smith
Exec. Creative Director:
Justin Ebert
Creative Director:
Johnnie Ingram
Copywriter:
Nick Marchese
Art Director:
Taylor Lucas
Chief Production Officer:
Tanya LeSieur
Head of Content Production:
John Doris
Executive Producer:
Dani Stoller
Music Director:
Eric Korte
Production Company:
Community Films ,LA
Director:
Matt Smukler
Director of Photgraphy:
Tami Reiker
Director of Photgraphy:
Andrij Parekh
Executive Producer:
Carl Swan
Line Producer:
Carr Donald
Editing House:
Beast, 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 House:
Big Foote
VFX Compositor:
Michael Ricca "Gracie"
Animator/Compositor:
Michael Ricca
Creative Director:
Wayne Brejcha
Executive Producer:
Sean Henry
VFX Producer:
Emily Williamson
Audio Post:
Sonic Union
Mixer:
Michael Marinelli

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