Cheerios is opting for the emotional approach with its newest ad that featured during Super Bowl XLVIII on Sunday.
Each and every year, companies pour millions upon millions of dollars into a 30-second clip. According to Ad Age, the going rate for 30 seconds of prime exposure is around $4 million.
That ridiculous price tag means that the commercials that do air during the Super Bowl need to connect with viewers. Otherwise, you're flushing a lot of money down the drain.
Most companies go one of two ways. Either they go the comedic route and hope to get a couple of chuckles from viewers, or they tug at the heartstrings.
Cheerios opted for the latter, which is arguably the better decision. Everybody loves to laugh, but it's the more nuanced and touching commercials that resonate the most. That in turn develops a special bond between the consumer and a product.
The newest ad from Cheerios, entitled "Gracie," is a continuation of a campaign that's been running since May of last year, when General Mills introduced viewers to Gracie and her family.
In the first ad, Gracie walked up to her mom and asked whether Cheerios were good for her dad's heart. Her mom replied that the cereal is in fact "heart healthy."
That caused the young girl to pour a box of Cheerios onto her dad's chest in an effort to ensure that he'd always have a healthy heart.
It was a cute ad, and you could see why General Mills would want to give people at home another glimpse into their household.
The company posted a behind-the-scenes look at the Super Bowl ad on YouTube. Viewers can get an idea of how the commercial was made and what the motivation was behind it.
Once again, Gracie is front and center. Only this time, she learns that there's going to be a new addition to the family. You can see the final product below.
Using Cheerios to illustrate each member of the family is a clever touch. Those who have had to explain to younger children the idea of a new baby brother or sister will likely attest to the fact that it can be difficult to fully convey the details of the situation.
Give some credit to Gracie, too, as she was able to leverage that new brother into a puppy. She's a shrewd negotiator.
All in all, Cheerios created a beautiful commercial that fans will likely remember long after the Super Bowl is over.
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