Cheerios is going for the cute factor in its first-ever Super Bowl ad.
The spot, which was released Tuesday night, shows parents using pieces of the cereal to explain to their daughter that she is about to have a baby brother.
The multiracial couple and the girl, named Gracie, were featured in another recent commercial for the brand that prompted some racist comments on the internet but scored well with most consumers and was considered a big hit. Saatchi & Saatchi, New York, handled that spot and the Super Bowl ad.
"Cheerios is about families and love and connections and breakfast," said Camille Gibson, VP of marketing for Big G cereals, on the General Mills corporate blog. "Our new Cheerios ad celebrates one of those special moments in a family that America fell in love with. The ad quietly celebrates the emotional sharing and simple joys we find when spending just a few simple moments together every day."
The ad represents the first time General Mills has advertised in the Super Bowl since 1996, when Wheaties ran a spot featuring Michael Jordan, Deion Sanders and Steve Young.