Gracie is back! The wee queen of quizzical dimpled face surrounded by a halo of curls puts on her best cute once again for Cheerios. As you may remember, the previous spot enraged some commentators because Gracie's parents marriage is - *gasp* - interracial. Cheerios makes a sly nod to that by having dad start off a conversation about their family.. "you know how we have Mom... and Dad...." and a moments silence where viewers might jump to conclusions. "And me!" interjects Gracie, and as it turns out this is a conversation about new family members. And puppies. Because there ain't nobody who can say no to that face.
While I appreciate the building on the history of an ad that got attention, and I like that Cheerios is advertising on the super bowl, Gracie's little blackmail isn't as cute as her showering dad with Cheerios was. And a puppy at the same time as a baby? My face is even more dumfounded than mom's because hello really bad idea. That's the difficult thing about sequels, sometimes they just don't capture the magic that happened in the first ad. Lets try for a third anyway, guys, I mean that baby is going to have to eat something too. I bet he likes cheerios.
Ad Agency: Saatchi & Saatchi New York