Ad of the Day: Kraft Got a Record Haul of Star Wars Memorabilia Into This Mac & Cheese Ad

Brands are getting major Star Wars fever ahead of the December release of The Force Awakens. But none has gone for sheer volume quite like Kraft, which breaks a new ad Monday featuring what the marketer says is the largest Star Wars memorabilia collection ever seen in a TV commercial. The spot, from Crispin Porter + Bogusky, is a nice way to illustrate what's being sold here: Special boxes of Kraft Macaroni & Cheese (with Star Wars-shaped pasta) that feature character portraits of Yoda, Darth Vader, R2-D2 and C-3PO. The boxes are being positioned as collectibles themselves—an assertion that's slightly more credible since individual boxes show only half a face, meaning you need at least two boxes to make a full face. Check out a product shot here: For the commercial, then, Kraft and CP+B gathered somewhat more rare Star Wars collectibles. To do so, they went to a good source—Rancho Obi-Wan, the California nonprofit that has the Guinness-Record-certified largest private Star Wars collection in the world. Rancho Obi-Wan provided more than 750 pieces of memorabilia for the shoot. The plot of the ad is cute enough. It features a dad who ostensibly owns the collection showing off the "toys" to his son, who can't understand why he can't play with them. There's also a second, shorter spot with a different punchline: Beyond the commercials, there is also an interactive online experience at KraftStarWarsRoom.com, where visitors can click on items of memorabilia from the Star Wars room and get their backstories. "We're bringing to life the nostalgia that many young parents feel about Star Wars and Kraft, and creating new and exciting ways to experience them together as a family," says Scott Glenn, brand manager for Kraft Macaroni & Cheese. "The Kraft Star Wars Room gives fans a new way to feed their inner Jedi with exclusive access to limited-edition collectibles housed in one amazing shrine." Also check out some print work below. TV CREDITS Client: Kraft Macaroni & Cheese Campaign Title: Star Wars Shapes Execution Title: Can't Play Agency: CP+B Launch Date: 10/19/15 Chief Creative Officer: Ralph Watson Executive Creative Director: Adam Chasnow Art Director: Ryan Dowling Writer: Chris Potts Director Of Video Production: Kate Hildebrant Integrated Producer: Annie Turlay Production Company & City: Hungry Man, Los Angeles Director: Hank Perlman Director Of Photography: Eric Steelberg Line Producer (Production Co): Caleb Dewart Executive Producer (Production Co): Dan Duffy / Kevin Byrne Editorial Company & City: The Now Corporation, New York Editor: Owen Plotkin Assistant Editor: Jessica Farmer Editorial Executive Producer: Nancy Finn Postproduction Company & City: Method Studios, New York Lead Compositor: Steve Morris Executive Producer: Angela Lupo Postproducer: Brad Wood Graphics / Animation Company & City: BUCK, New York Executive Producer: Maurie Enochson Senior Producer: Nick Ferzich Production Designer: Paul McConnell, Local 800 Mix Company & City: Lime Studios, Santa Monica, Calif. Audio Engineer: Mark Meyhaus Music Company & City: JSM Music, New York Executive Music Producer: Joel Simon Telecine Company & City: CO3, Los Angelos Senior Producer: Rochelle Brown Colorist: Tim Masick Vp Group Account Director: Steve Sanders Account Directors: Kevin Sypal, Anne Catherine Feeney Content Supervisor: Neylu Longoria, Kelly Olech Content Manager: Ashley Huehnerfuss Group Director, Planning: Kaylin Goldstein Business Affairs: Daphne Papadopulos, Katherine Graham-Smith Traffic Manager: Tito Texidor WEBSITE CREDITS Client: Kraft Macaroni & Cheese Execution Title: Star Wars Room Agency: CP+B Chief Creative Officer: Ralph Watson Executive Creative Director: Adam Chasnow Creative Director: D'Arcy O'Neill Art Director: Ryan Dowling Copywriter: Chris Potts Executive Producer, Interactive: Stafford Bosak Interactive Technical Director: Harold Jones Associate Technical Director: Benjamin Sterling Digital Development Company & City: Hook, Los Angeles Quality Assurance Partner: Hook QA, Los Angeles Digital Metrics: Ryan Cain Photographer: Ryan Dowling Music Company & City: JSM Music, New York Collection Curator: Rancho Obi Wan, Petaluma, Calif. Group Content Management Director: Steve Sanders Content Management Director: Anne Catherine Feeney Content Supervisor: Kelly Olech Content Manager: Ashley Huehnerfuss Business Affairs: Katherine Graham Smith, Daphne Papadopulos Traffic Manager: Tito Texidor

Brand Marketing

Ad of the Day: Kraft Got a Record Haul of Star Wars Memorabilia Into This Mac & Cheese Ad

Special product boxes are themselves positioned as collectibles

Tim Nudd

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Tim Nudd