Ad of the Day: Kraft Macaroni & Cheese

Kids foil their pilfering parents in CP+B's new spots

Crispin Porter + Bogusky has been doing some fun social media work for Kraft Macaroni & Cheese lately. There was the Twitter game "Mac & Jinx" (based on the old children's game of Jinx) in which pairs of people who happened to write the phrase "mac and cheese" simultaneously on Twitter got @ messages offering free Mac & Cheese to whoever replied first. More recently, the agency whipped up a quick contest in which anyone who tweeted about Mac & Cheese had a chance at getting his or her tweet turned into a commercial. These little stunts were fine, but it's nice to see some bona-fide professional commercials added to the mix once again. There are two new ones, and they build nicely on the campaign's earlier insight that parents just can't help stealing their kids' Mac & Cheese at the table. In the earlier executions, the children didn't do much about the pilfering except sit and pout about it. In the new spots, they get their revenge. In the first ad, a kid sees his chance to get back at Dad when a police officer comes to school to talk about law enforcement. In the second, a girl evens the score with her father by stealing his stuff and selling it to a pawn dealer. It's a decent way to evolve the campaign by raising the stakes a little. Of course, the new ads aren't completely stunt-free. They're still voiced by Ted Williams, the homeless man with the golden voice, whom CP+B hired at the height of his brief celebrity over the winter.

Client: Kraft Macaroni & Cheese
Campaign Title: Noodle Theft
Spots: "Officer Dan," "Pawn Shop"
Agency: Crispin Porter + Bogusky
Worldwide Chief Creative Officer: Rob Reilly
Group Creative Directors: Bill Wright, James Dawson-Hollis
Interactive Group Creative Director: Matt O’rourke
Associate Creative Directors: Cliff Leicht, Wendy Leicht
Art Director: Wendy Leicht
Copywriter: Cliff Leicht
Executive Integrated Producer: Chap Hopenwasser
Senior Integrated Producer: Kate Hildebrant
Production Company: Hungry Man, New York
Director: Hank Perlman
Executive Producer (Production Co): Cindy Becker
Line Producer: Caleb Dewart
Director Of Photography: Eric Steelberg
Editorial Company: Cosmo Street, Santa Monica, Calif.
Editors: Tessa Davis, Kevin Anderson
Assistant Editor: Zoe Mougin
Executive Producer: Yvette Corribias
Producer: Esther Perls
Music: Amber Music, New York
Producer: Michelle Curran
Composer: Jon Whitehouse
Finishing Company: The Moving Picture Company, Santa Monica, Calif.
Visual Effects Producer: Eric Mccasline
Account Director: Kate Frazier
Content Management Supervisor: Tamsin Mariner
Content Supervisor: Spencer Holmes
Content Manager: Jessica Francis
Assistant Content Manager: Carrie White
Director Of Business Affairs: Nancy Espinal