In a charming new animated campaign featuring puppets and original songs, Cheerios is celebrating diverse families and kids who feel different and encouraging them to stand up to bullies.
The "Right on Tracks" campaign by the General Mills brand features music videos including "It's All Family," above, which is about families with adopted kids, single parents, foster parents, gay parents and more.
One video entitled "Sit With Someone New" encourages kids to sit with a newcomer who might be "from a country far away" and another, "Just Be You" encourages kids not to worry about being different--they might "feel like a queen" but "look like a king" for instance. "Step Up" is about standing up to bullies and helping out people who are being picked on. In each song, a Cheerio bounces over the lyrics on screen, karaoke-style.
According to Cheerios, the songs are "designed to help parents, guardians or teachers spark conversations with their children or students around empathy, inclusion, and kindness."
The videos are by 72andSunny New York and directed by Nexus Studios' Johnny Kelly. The songs were written, composed and performed by Walter Martin (The Walkmen) and feature puppets designed by art collective Nous Vous, brought to life by puppet and model maker Andy Gent (who worked on Wes Anderson's "Isle of Dogs") and animated by Nexus Studios.
Devon Hong, Creative Director 72andSunny New York, comments: “These songs offer a fresh take on what empathy, kindness and inclusion can look like, so a whole generation of kids have a fun piece of content to engage with. It’s rare to work on a piece of creative that becomes a useful tool for parents and kids to navigate their world. Hopefully, these songs will be as stuck-in-your-head as 'Baby Shark.'”
"When Johnny our director suggested puppets, it established that these songs deserved the tactile quality of real-life figures--with hair and all. From that point on, Johnny and his team went all in, creating over 100 little creatures to bring these songs to life. I honestly can’t imagine 'Right On Tracks' without them."