Nelly Stars in Honey Nut Cheerios Ad

People are buzzing about the brand-new collaboration released this week from music superstar Nelly and Buzz the Bee, the iconic Honey Nut Cheerios® character. Honey-loving musician Nelly features Buzz in a fun, danceable remix of his hit song ‘Ride Wit Me,’ that has people saying “Must be the Honey!”

 

“I’ve worked with some very talented artists and thought – I think it’s about time I work with the Bee,” Nelly said of the collaboration. “I love the sweet taste of Honey Nut Cheerios and Buzz’s sweet sound on this track. When I hear it, I can’t help but smile.”

The remix “Must be the Honey (M.B.T.H)” supports Buzz’s mission to ‘spread the honey’ by reminding everyone to take time to celebrate the happy moments and joy in life – from hearing a great song on the radio and singing along or enjoying a healthy, delicious breakfast like Honey Nut Cheerios with family or friends.

“We hope the Nelly/Buzz remix brings a smile to people’s faces,” said Scott Lee, associate director of Honey Nut Cheerios. “That’s what Honey Nut Cheerios is all about – making an everyday moment a reason to smile.”

The collaboration is part of a larger ad campaign for the brand, which includes five 30-second ad spots directed by acclaimed director Hype Williams, doubling as mini music videos. The campaign is also being supported by billboard, radio and digital ads, as well as public relations and social media efforts.

“‘Must be the Honey’ is a passion project of mine,” said Buzz. “I want to spread the word about the honey-sweet taste and health benefits of Honey Nut Cheerios, and what better way than with my new homebee Nelly?”

People can join the bee-loved bee and spread a little of their own ‘honey’ by posting photos and comments about their happy “must be the honey” moments to Twitter, Instagram and Tumblr and tagging with #MustBeTheHoney.

About 6.4 million people across the United States choose the irresistible taste of golden Honey Nut Cheerios every morning, making it America’s Favorite Cereal*. Honey Nut Cheerios cereal was introduced in 1979 as the first extension of the iconic Cheerios cereal brand.

To learn more about Buzz’s new remix and the ‘Must be the Honey’ campaign, visit www.mustbethehoney.com. People can also share the music videos with friends and listen to the new remix on the site.

 

Credits

Agency: Saatchi & Saatchi NY
CHIEF CREATIVE OFFICER: CON WILLIAMSON
EXECUTIVE CREATIVE DIRECTOR: PETER MOORE SMITH
ASSOCIATE CREATIVE DIRECTOR: JOHNNIE INGRAM
VP, EXECUTIVE PRODUCER: GREGORY HALL
MUSIC PRODUCER: ERIC KORTE

HSI Productions 
DIRECTOR: HYPE WILLIAMS
MANAGING DIRECTOR: REBECCA SKINNER 
EXECUTIVE PRODUCER: MADDI CARLTON
HEAD OF PRODUCTION: DORON KAUPER
PRODUCER: TONY MCCARRY
DIRECTOR OF PHOTOGRAPHY: DON DAVIS

MUSIC PRODUCED BY: Frisbie NYC
ARRANGED BY: MARY WOOD, CHRIS LEE AND JEREMY SILVER
ENGINEERED BY: CHRIS LEE, ALEX KAHN AND MARK PLATI
LYRICS BY: NELLY, MARY WOOD AND FRED SARGOLINI

UEG 
COO, PARTNER: DAVID CARUSO
SR. DIRECTOR OF BUSINESS DEVELOPMENT: DRE WRIGHT

Laika 
ANIMATION DIRECTOR: AARON SORENSON
EXECUTIVE PRODUCER: JAN JOHNSON
ANIMATION PRODUCER: JULIE RAGLAND
SENIOR TECHNICAL DIRECTOR: CHRIS IMMROTH 
PRODUCTION COORDINATOR: EVAN SMITH
PRODUCTION COORDINATOR: KARLY CHAMBERS
FLAME ARTIST: REX CARTER

Beast Editorial 
EDITOR: JIM ULBRICH
ASSISTANT EDITOR: TRIPP MCCARTY
EXECUTIVE PRODUCER: ELIZABETH KRAJEWSKI 
PRODUCER: VALERIE IORIO

COMPANY 3 / COLOR CORRECT
COLORIST TOM POOLE

SONIC UNION 
AUDIO ENGINEER MIKE MARINELLI