Cheerios: Gracie

Cheerios
“Gracie”

Saatchi & Saatchi believes that using emotion is an essential way to connect with consumers. In fact, it is a fundamental pillar of becoming a Lovemark. Finding the right emotional connection was instrumental in the development and creation of our Cheerios spots for General Mills.

With “Just Checking” and our beloved “Gracie” Super Bowl spot, we simply set out to tell a sweet story about a little girl who loves her dad. We cast a family that looks like many in America, who could realistically convey the benefit of a heart-healthy cereal.

The work has been featured by almost every major news outlet across the US. It has additionally sparked countless blog posts and emotional responses from consumers, including We Are the 15 Percent, a blog inspired by the spot “Just Checking” and “Kids React to Controversial Cheerios Commercial.”

TV Commercials:

Gracie

Just Checking

Thank you to Saatchi & Saatchi and General Mills for their permission to share the commercials and brief write-up with aef.com users.

Case Histories

Overview

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