Peanut Butter Cheerios sound like a sugar monstrosity. Be that as it may, this ad is less about Cheerios and more about what it means to be a dad. And in this case, what it means to be a dad is a sort of perpetually cool, always positive and encouraging "friend," rather than a traditional dad who might discipline you (except of course, to remind you once or twice to take the garbage out.)

Cheerios gets mad props for even daring to suggest that in 2014 some dads are actually parenting their kids and, making breakfast for them. How very modern.

You're always walking a tight rope when you present an idea that tries to define a particular role. And this might rub some people the wrong way who see the dad in question as a guy where pretty much anything goes. Then again you can't please all the people all of the time.

Even so the way this spot was shot is quite fun and gets a good sense of what a day in the life of dad really is. The only issue for me personally is the gratuitous product shots during the last ten seconds of the spot. It's almost as if Cheerios was so desperate to show their peanut butter Cheerios product, they didn't care if it made sense in context or not.

Cheerios gets credit as a brand for both expanding upon what it means to be a parent, and defining the roles in heartfelt and in this case, quirky ways.

Still, if you think I'm letting my kid anywhere near this junk, you're crazy. Seriously, sugar is the second ingredient in the list. My kid can stick with eggs and organic oatmeal, thanks.

Parenting roles aside, I'm probably more offended by the gratuitous use of hashtags, anyway.

Client: General Mills/Cheerios Agency: Tribal Worldwide - Toronto Creative Director: Josh Stein Associate Creative Director: Rob Sturch Copywriters: Rob Sturch, Tracy Wan Art Director: Amy O’Neill Agency Producers: Stef Fabich, Bonnie Chung Account Team: Stephanie Wall, VP, Business Unit Director & Samantha Murphy, Account Director Strategy: Sandra Moretti, Dino Demopoulos Media Company: Cossette Media Production Company: Radke Film Group Director: Michael Clowater Director of Photography: Andrij Parekh Line Producer: Gillian Gardner Post-Production Company: Married to Giants Editor: Leo Zaharatos Online Editors: Trevor Corrigan, Preeti Torul Post-Production Company: Alter Ego Colourist: Conor Fisher Audio House: Grayson Matthews Audio House Producer: Grayson Matthews Audio House Engineer: Grayson Matthews Casting Agency: Jigsaw Casting Casting Director: Shasta Lutz

Comments (1)

  • Dabitch's picture

    While I love some of it, such as the opening "My name is DAAAAAAD" which is pretty funny, and "up - because we're taller" other things simply grate me. Don't get me wrong, the acting and casting is swell, and the no-edit flow through the house works well - but the music is wrong and the hashtag is just painful. Also, I'm not a fan of the "dad is your best friend" method of parenting. Kids needs parents, their peers are their best friends.

    Jul 23, 2014

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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.