General Mills 'This is #HowToDad' by Tribal Worldwide Toronto

General Mills "This is #HowToDad" by Tribal Worldwide Toronto.
General Mills "This is #HowToDad" by Tribal Worldwide Toronto.

With a digital branding tweak to turn a Canadian ad into a U.S. ad, Tribal Worldwide makes 'dadhood' part of a complete breakfast in Cheerios spot

General Mills is introducing its "awesome" dad to the U.S. market, with a repurposed campaign for its Honey Nut Cheerios. 

The spot, originally created for the Canadian market by Tribal Worldwide Toronto in July, rolls out to the U.S. this week. The Canadian campaign featured a box of Peanut Butter Cheerios, which has been digitally altered to promote Honey Nut Cheerios here.

In a departure from the bumbling father stereotype prevalent in other advertising, this spot shows a Dad in control, offering "dadhood" tips on how to be awesome too.

General Mills is supporting the ad with a Tumblr website, featuring animated GIFs related to the campaign’s pro-dad themes.

For comparison, here is the original Canadian ad before the digital rebranding.

Campaign Credits

Agency: Tribal Worldwide, Toronto
Creative Director: Josh Stein
Associate Creative Director: Rob Sturch
Copywriters: Rob Sturch, Tracy Wan
Art Director: Amy O’Neill
Agency Producers: Stef Fabich, Bonnie Chung
Account Team: Stephanie Wall, Samantha Murphy
Strategy: Sandra Moretti, Dino Demopoulos
Media Company: Cossette Media
Production Company: Radke Film Group
Director: Michael Clowater
Director of Photography: Andrij Parekh
Line Producer: Gillian Gardner
Postproduction Company: Married to Giants
Editor: Leo Zaharatos
Online Editors: Trevor Corrigan, Preeti Torul
Postproduction Company: Alter Ego
Colorist: Conor Fisher
Audio House: Grayson Matthews
Casting Agency: Jigsaw Casting
Casting Director: Shasta Lutz

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free