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 and, 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, includes images and videos delivering advice for fathers.

Cheerios Dad

Cheerios Tumblr site
Cheerios Tumblr site - Adult Sized Costumes
Cheerios Tumblr site - Getting Nails Did
Cheerios Tumblr site - the longer they play the longer they sleep

How To Dad Credits

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.