We're not usually big fans of Super Bowl commercials. All the hype. All the expense. All the guesswork as to whether or not it has a lasting business or brand impact.
However, what we are fans of are examples of brand behavior and communications that engage us beyond the flash and awe. We were delighted to see the early release of Cheerios' latest "Gracie" spot. Although it trades on the classic gimmies of puppies, cute kids, and babies, this spot rings true to the Cheerios brand beyond what's in the bowl, believing that when families eat together, amazing things can happen.
Cheerios "Gracie" Ad
“Cheerios is about families and love and connections — and breakfast,” says Camille Gibson, vice president of marketing for Big G cereals via their Corporate Blog. “Our new Cheerios ad celebrates one of those special moments with a family that America fell in love with. The brand is at its best when it reveals moving insights about what connects us to each other, especially as families, and often through the lens of a child. The ad quietly celebrates the emotional sharing and simple joys we find when spending just a few simple moments together every day.”
commended the spot and Cheerios dedication to representing a modern American family despite ugly racist criticism they faced after last year's spot featuring the same actors.
Cheerios "Just Checking" Ad
"Gracie" is Cheerios first ad to be played during the Big Game and we think it's a great choice -- exemplifying that the brand has remained true to its core values while evolving gracefully with the times.
We'd love to hear what brands you think are making the most of their Super Bowl advertising and creating communications that will have a lasting impact on their brands.