Ad of the Day: Kraft Macaroni & Cheese

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. CREDITS 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

Brand Marketing

Ad of the Day: Kraft Macaroni & Cheese

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

Tim Nudd

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Tim Nudd