General Mills offers a personal reason for gluten-free Cheerios

An ad by Saatchi & Saatchi explores one cereal developer's motive for the new variation on an old favorite

Meet General Mills' engineer Phil Zietlow. As a 50-year veteran at the cereal maker, he's worked on all kinds of varieties of Cheerios.

He's been on a mission to make Cheerios gluten free. Why? He learned his daughter-in-law Joyce has celiac disease.

While the breakfast cereal is made mostly of oats, a few other grains get tossed in. Zietlow then made it his mission to share a bowl of his pride and joy with his daughter-in-law.