Dads are awesome. If you had any doubt, the new #HowToDad campaign for Peanut Butter Cheerios will prove you wrong.
To capitalize on the growing market of stay-at-home-dads and dad bloggers, General Mills Canada working with Tribal Worldwide Toronto sought to teach the world “how to dad” and sell the new Peanut Butter Cheerios along the way.
The 2 minute 13 second video spot features a great bit of copywriting and references The Godfather (horse in the bed), Star Wars (“I can’t believe he’s his father” “I know. That’s called a plot twist.”), dad jokes, and some killer steady cam shots that are unusual to see in a commercial. Tribal Worldwide chose actors that viewers can relate to as they through the mundane task of getting the kids ready for school. The spots also have more than the average 2.5 kids in this family allowing the dad to interact with younger kids as well as teenagers.
In addition to creating the two-minute feature spot, General Mills also created various 15 second spots that are pretty hysterical and a Tumblr page with the characteristic animated gifs the platform is known for.
I’m not a dad (note female sounding author name), but I would buy this cereal based on the creative to support dads and peanut butter. I love peanut butter. This may go down as one of my favorite ad campaigns of all time.
Also of note: Peanut Butter Cheerios introduced a new mascot in the squirrel. Do squirrels eat peanuts? And does anyone know if I can buy these in the U.S.?