Kraft Mac and Cheese Is a Hell of a Drug in Addiction-Themed New Ad

Hide it, steal it, betray your family for its creamy embrace

It’s a well-established fact that Kraft Macaroni & Cheese lovers are a fanatical lot, hopelessly addicted to their chosen comfort food. So for them (and me), most of the scenarios in this spot should be familiar: Hiding your mac from loved ones (guilty), snorking the last few bites off someone else’s plate while doing the dishes (guilty), interrupting grace for a forkful, ignoring a potential love interest in favor of delicious pasta, destroying your child's macaroni art in the name of cheesy goodness, and finally stealing a truckload of the stuff in a hyperbolic final act not nearly as funny as the rest of the spot. (Nice to note they're still using Ted Williams' creamy outro at the end.) Set to A Chorus Line's "What I Did for Love," this reliable if somewhat formulaic spot from Crispin Porter + Bogusky is sure to please Kraft's fans who will gleefully share it when they see their own special brand of crazy represented.

CREDITS:
Agency: Crispin Porter + Bogusky
Executive Creative Director: Adam Chasnow
Creative Director: Michael Raso
Associate Creative Director, Copywriter: Paul Sincoff
Associate Creative Director, Art Director: Kyle Jones