Last night during the Emmys, Cheerios embraced the weirdness of the internet in a new ad featuring lots of lots of babies, kissing couples and emoji.
Created out of Fallon, Minneapolis, the spot splices together found videos as well as content from Cheerios fans into a collection of cute gif-like scenes of little ones at play and making mischief. There's a toddler tumbling in a toy car, kids screaming on roller coasters and a baby covered in a mysterious goo resembling pudding or poo. There's only subtle signs of branding in a few scenes featuring the cereal itself -- atop the nose of one baby or being spit out of the mouth of another.
The ad then moves into act two, with another series of scenes -- this time featuring couples locking lips and getting amorous. "More babies, please!" the spot implores. Why? Because "They're fun!" the ad says -- just about as fun as the cute baby emojis that soon fill the screen against a backdrop of Cheerios yellow.
According to a General Mills spokesperson, the spot "is about celebrating babies and the chaos that comes with them. Moms, dads and grandparents share pictures everyday of messy moments with Cheerios and we wanted to showcase that reality. All of the videos in the ad are real family moments that were either submitted to us or we saw online. We simply compiled them into a commercial to celebrate those moments."
It's a lively, fresh take on the family theme that has been front and center in Cheerios' ads, which in recent years have claimed to spotlight for quietly featuring mixed race clans -- but with little fanfare.