A grandpa who can’t live alone pitches Cheerios

General Mills has done it again with its latest ad for Cheerios.

The company won wide acclaim a couple of years ago with its Cheerios ad featuring an interracial family, and followed it up with one featuring a gay couple and their adopted daughter.

Now it hits the feels with this ad about a man who can no longer live alone. Because nothing makes you want to reach for a bowl of oat grain and milk like pulling your elderly father out of his home.

Meanwhile, General Mills announced today it’s recalling gluten-free Cheerios. The boxes being recalled were made with wheat flour.