A touching new commercial that pays tribute to shift workers and the toll the difficult hours take on their families left Kathie Lee and Hoda in tears.
The Cheerios ad, titled "3rd Shift," shows an exhausted father getting up for work in the middle of the night and surprised to find his young son joining him in the kitchen.
"I just wanted to have breakfast with you," the boy says.
"That's so sweet," Gifford said, noting the writer drew on his own experience growing up with a working parent and wanted to show breakfast can be anytime.
"That's beautiful," Kotb added.
Almost 15 million Americans work full time on an evening shift, night shift or other irregular schedule, according to the Bureau of Labor Statistics.