Cheerios How To Dad Tips from General Mills
General Mills is promoting Peanut Butter Cheerios cereal with #HowToDad, an integrated advertising campaign featuring a father with attitude. Online at howtodad.ca and cheerios.com/dad, the campaign is centred on a light hearted commercial narrated by a paternal hero (Junes Congo) who fully engages in the lives of his children while ensuring his wife is supported with a white coffee. The Tumblr site, peanutbuttercheerios.tumblr.com includes images and videos delivering advice for fathers.
The How To Dad campaign was developed at Tribal Worldwide, Toronto, by creative director Josh Stein, associate creative director/copywriter Rob Sturch, copywriter Tracy Wan, art director Amy O’Neill, agency producers Stef Fabich and Bonnie Chung, account team Stephanie Wall and Samantha Murphy, strategy directors Sandra Moretti and Dino Demopoulos.
Media was handled at Cossette Media.
Filming was shot by director Michael Clowater at Radke Film Group with director of photography Andrij Parekh and line producer Gillian Gardner. Post production was done at Married to Giants by editor Leo Zaharatos with online editors Trevor Corrigan and Preeti Torul. Colourist was Conor Fisher at Alter Ego. Sound was produced at Grayson Matthews. Casting was by Shasta Lutz at Jigsaw Casting.