There are a lot of stupid campaigns out there. This is one of the dumbest. How far do we have to stretch our credibility to buy into some of these supposedly creative concepts. The idea that someone has to justify eating a lousy bowl of cereal by rationalizing that it's morning somewhere is about as idiotic as commercials get. For one thing Americans have been eating cereal for lunch and dinner for decades. Add to that that the price Kelloggs charges for air and grain is so excessive, you should feel free to eat it whenever you like since it costs more per ounce than the costliest steak. I don't think ad agencies have even been as piss poor creatively as they are right now.

Note: From a personal point of view I will state that as much as I like any cereal, I get really tired of having it more than two days in a row. And I never have it in the morning. Morning is for pastries, donuts, ham and eggs, and other foods of which you never get tired.