CP+B’s funny new spot for Kraft Macaroni & Cheese examines the desperate lengths people will go to for a bite of Kraft’s signature macaroni and cheese-like-product.
Set to Marvin Hamlisch’s “What I Did For Love,” the 45 second spot shows individuals engaging in some questionable behavior to get their hands on Kraft Mac & Cheese, ranging from the everyday sneakiness of a grandfather stealing a bite from his grandson while the family says grace, to the potentially unsanitary exploits of a man who desperately destroys his child’s macaroni picture, to the utter illegality of a woman willing to steal a Kraft Macaroni & Cheese truck. Directed by Hank Perlman, “What I Did For Love” is the latest in CP+B’s “You Know You Love It” campaign for Kraft Mac & Cheese, and is a perfect example of what the campaign is capable of. The new spot is a lot more thought through than the “Noodle Reunion” promotion we covered back in October, and while they push the irreverent humor to new heights — for Kraft Mac & Cheese it’s downright edgy — they balance the irreverence with Kraft’s standard wholesomeness to make a fun spot that works for the brand. Stick around for credits after the jump.
Credits:
AGENCY: CP+B
VP EXECUTIVE CREATIVE DIRECTOR: Adam Chasnow
CREATIVE DIRECTOR: Michael Raso
ASSOCIATE CREATIVE DIRECTOR / WRITER: Paul Sincoff
ASSOCIATE CREATIVE DIRECTOR / ART DIRECTOR: Kyle Jones
VP DIRECTOR OF VIDEO PRODUCTION: Chad Hoppenwasser
SENIOR INTEGRATED PRODUCER: Katie Porter
JUNIOR INTEGRATED PRODUCER: Alina Moeller
PRODUCTION COMPANY & CITY: Hungry Man, Los Angeles, CA
DIRECTOR: Hank Perlman
DIRECTOR OF PHOTOGRAPHY: John Lindley
LINE PRODUCER (PRODUCTION CO): Caleb Dewart
EXECUTIVE PRODUCER (PRODUCTION CO): Kevin Bryne, Dan Duffy, Mino Jarjoura + Nancy Hacohen
EDITORIAL COMPANY & CITY: The Now Corporation, New York, NY
EDITOR(s): Jesse Reisner
ASSISTANT EDITOR: Renn Cheadle
EDITORIAL EXECUTIVE PRODUCER: Nancy Finn
POST PRODUCTION COMPANY & CITY: Method, Santa Monica, CA
LEAD COMPOSITOR(s): Kelley Bumbarger
EXECUTIVE PRODUCER: Robert Owens
POST PRODUCER: Ananda Reavis
GRAPHICS / ANIMATION COMPANY & CITY: Buck, Los Angeles, CA
MIX COMPANY & CITY: Lime Studios, Santa Monica, CA
AUDIO ENGINEER: Mark Meyuhas
AUDIO ENGINEER’S ASSISTANT: Matt Miller
MIX PRODUCER: Kelli Espinoza
MUSIC COMPANY & CITY: JSM Music, Inc, New York, NY
ARRANGER(s): Joel Simon + Doug Katsaros
CD/ EXECUTIVE MUSIC PRODUCER: Joel Simon
EXECUTIVE MUSIC PRODUCER: Joel Simon
EXECUTIVE MUSIC PRODUCER (AGENCY): Bill Meadows
MUSIC PRODUCER (AGENCY): Jorge Ivan Vargas Perez
TELECINE COMPANY & CITY: CO3 LA
COLORIST: Stefan Sonnenfeld
VP GROUP ACCOUNT DIRECTOR: Kate Frazier
ACCOUNT DIRECTORS: Kevin Sypal
CONTENT SUPERVISOR: Audyn O’Rourke
ASSOCIATE DIRECTOR, PLANNING: Kaylin Goldstein
COGNITIVE ANTHROPOLOGIST: Jenifer Murray
BUSINESS AFFAIRS: Nancy Espinal
TRAFFIC MANAGER: Gabrielle Granados