..."Nana," which hit YouTube and TV on Wednesday, is classic Cheerios. It features a quiet conversation at the breakfast table between a mom and her son...The son asks, "Did Nana ever give you Cheerios when you were a little kid?" This innocent yet charged question touches off a multilayered back-and-forth that leaves Mom on the verge of tears at the end (and many viewers, too, judging anecdotally).

The ad, directed by Matt Smukler of Community Films, is skillfully done. The backstory isn't spelled out—there's plenty of evocative subtext. The emotion isn't laid on too thick. The acting is just right.

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