Philadelphia Cream Cheese Invented a Device to Turn Anything Into a Bagel

Or at least to punch a hole in anything you want cream cheese on

Want to put cream cheese on something but it's not a bagel? Make it a bagel.

Do you ever have a craving for cream cheese but feel it would be socially unacceptable to smear it on anything other than a bagel?

Well, you could just ignore society and put it on anything you damn well please (I melted some with herbs the other day and put it on seared fish, but that’s a story for another writeup). Or you could lean into a technicality thanks to some new branded technology.

“Bagel That” is a new creation from agency Gut for Philadelphia Cream Cheese, which wants to embolden you to put its product on all sorts of new surfaces.

Pancake? Boom, now it’s a bagel. Waffle? Bagel. Pizza slice? For better or worse, bagel.

“People love spreading Philadelphia Cream Cheese on bagels, but what happens if you’re craving Philly and don’t have a bagel?” muses Megan Magnuson, associate director of marketing for Philadelphia in a release about the new product. “We created a device to transform other food items into bagels. Have toast? Bagel That. A waffle? Bagel That. Even a tortilla? Bagel That too.”

While the spot is a pretty good gag and reminder to try a seemingly niche product in new ways, what takes the concept to the next level is the fact Philadelphia literally created the device and is selling it on Amazon for $9.99.

There were four in stock as I wrote this, but I grabbed one, so hopefully you’re able to grab one of the three left. Sorry about that. But know that it will go to good use. I’m going to get…really weird with it.

Agency: GUT Miami
Spot: Bagel That
Client: Philadelphia
Founder, CCO: Anselmo Ramos
ACD, Writer: Jeff Hodgson
ACD, Art Director: Eliana Ferrer
Sr. Art Director: Giulia Magaldi
Sr. Copywriter: Frank Garcia
Managing Director: Ricardo Honegger
Management Supervisor: Monique Beauchamp
Producer: Cecilia Salguero
Jr. Strategist: Wonsik Cho
Business Affairs Manager: Karen Murillo

Client: Philadelphia
Ariel Suffern: VP Marketing, Kraft Heinz
Megan Magnuson: Associate Director of Marketing, Philadelphia
Blythe Jeckel: Sr. Associate Brand Manager, Philadelphia

Production: Cortez Brothers
Director: The Paisanos – Martin Levi & Juan Frontini
Executive Producer: Martin Feuerstein

Service Company: Oruga
Executive Producer: Ioni Borisonik
Line Producer: Jonsi Mesz / Ariel Fainholc
DP: Manuel Bullrich

EditorialL: Oruga
Editor: Andrés Quaranta

Colourist: Jorge Russo

Flame Artist: Martin Kowal
Flame Artist: Pickle House VFX

Executive Producer: Santiago Inglese – Rucatampam

Senior Vice President: Brooke Scher Mogan
Senior Director: Adrianna Lauricella
Director: Amanda Zerbib
Senior Account Executive: Erika Berg


Recommended videos