Cheerios’ Latest Gem Is This Ad With a Grandpa Who Can No Longer Live Alone

Matt Smukler directs another winner

Headshot of Tim Nudd

Cheerios, Saatchi & Saatchi and Community Films director Matt Smukler have teamed up for a number of memorable ads—most notably, the Cheerios spot with the interracial family that caused such a stir in 2013.

Here's their latest effort—a quiet minute-long spot about an elderly grandfather whose daughter is moving him out of his apartment and into a place where he'll have more help. It turns out he'll have more love, too—as well as plenty of Cheerios.

Pretty nice, simple storytelling.


Client: Cheerios

Agency: Saatchi & Saatchi, New York

Chief Creative Officer: Jay Benjamin

Executive Creative Director: Peter Moore Smith

Creative Director: Johnnie Ingram

Copywriter: Brad Soulas

Vice President, Executive Producer: Dani Stoller

Producer: Ali Issari

Senior Vice President, Account Director: Emily Wilcox

Account Director: David Barone

Account Supervisor: Taylor Doyle

Business Manager: Christina Mattson

Production Company: Community Films

Director: Matt Smukler

Executive Producers: Carl Swan, Lizzie Schwartz

Line Producer: Lisa Shaw

Director of Photography: Tami Reiker

Editing: Beast

Editor: Jim Ulbrich

Producer: Sheena Wagaman

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: October 5, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT