The brand cereal Cinnamon Toast Crunch, produced by General Mills and Nestlé, highlights that the Cinnamon Toast Crunch Crazy Squares are “sweet on the outside, but crazy on the inside” in its latest ad.

The 15-second spot, titled “Filter”, features three Cinnamon Toast Crunch Crazy Squares playing with filters on a smartphone. Amused by their “faces”, the Cinnamon square holding the phone drops it and its display breaks. This leads to another square tasting his “fellows” and then gobbling them down.

The spot ends with the voiceover saying “From our crazy delicious family to yours” and the campaign tagline, “Crave Those Crazy Squares”.

The brand’s range of cereals includes also French Toast Crunch, Apple Cinnamon Toast Crunch, Strawberry Toast Crunch, and Blueberry Toast Crunch.