Kraft has changed how it defines consumers who eat Velveeta, from age and gender (millennial males) to mindset (fun people who like to indulge). As such, new ads for Velveeta Shells & Cheese feature a broadly appealing pair of prospectors from the 19th century instead of a cool dude who sells remote-control helicopters at a mall.
Kraft has shifted creative responsibilities on its Maxwell House brand, after less than a year at Wieden + Kennedy.
You have a weird, ineffable obsession with your cast-iron skillet. You carry it with you everywhere like a safety blanket. You believe like it could make you feel joy, but it does not, because something is missing. Velveeta appeals to the kitchenware creeper segment with a new pair of spots from Wieden + Kennedy for the brand's Cheesy Skillets dinner kits. It's a new twist on the agency's oddball approach to the product, with some of the dramatic flavor of Old Spice still in the voiceover and epic positioning, "It's liquid gold," but sight gags balancing it out. In some ways, it's the American cheese of advertising—comfort food that's pleasing at first but ultimately a little too processed to leave you feeling entirely good about having eaten it. If you can get past the slightly overdone copy, though, there's some pretty rich comedy in the dumb facial expressions of the actors. You might even call it gold. Credits below.
Duos rule in campaigns for Queso Dip, the mixture of Velveeta and Ro*Tel diced tomatoes and chilies.
In a classic print campaign for the Citibank AAdvantage credit card nearly 20 years ago, Kirshenbaum Bond & Partners raised the question of what motivates men to buy presents for women—suggesting it might not all be about pure love but about mileage points instead.
With a shot at working on a Super Bowl spot for Oreo, the world’s No. 1 cookie, Portland, Ore.-based Wieden + Kennedy has again found itself with the chance to cross over into a leading role with a major marketer.
This week, a tablet computer became a child's playground, Eddie Money went from rock 'n' roll to bittersweet, and Jack Bauer executed some moves in the kitchen (presumably after saving the president).