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We mentioned Crispin Porter + Bogusky's grinning banner ad for Kraft Macaroni & Cheese. Here are the agency's first TV spots in the "You know you love it" campaign. The ads explore the classic theme of parents being jerks. I don't ordinarily sympathize much with precocious TV children, but these kids are right to be pissed about Mom and/or Dad skimming their mac 'n' cheese. Clearly the parents are just being selfish and greedy. Were it not for network censorship, I'd suggest they change the tagline to "Guard your shit," as a warning to other hungry kids.
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