This commercial shows how a boy finds a creative way to celebrate his favourite athlete at the Olympics. We find him in the kitchen at breakfast doing what appears to be a craft. He cuts out a postcard-sized part of a Cheerios box, places a stamp on it, and runs it down to the mailbox.

In a different time and place we find an Olympic athlete at a bank of mailboxes in the Olympic village. He discovers a curious postcard among his mail and recognizes the iconic Cheerios logo. Only it's not the entire logo. It has been cut so that it only reads as 'Cheer'. The athlete flips the card over and we now discover what the child was up to earlier. We see a message of encouragement written by the young fan. The boy used a Cheerios box, and more specifically, the word "Cheer" to show his support for the athlete.All Canadians we're then asked to do the same, to "Cheer" on their favourite athlete, by sending the logo from their Cheerios box to Canadian Olympians in Vancouver. Thousands of Canadians did.