With a minimalist motif based on a Kraft Singles orange square coupled with a purposely hypnotic voiceover, Toronto-based agency Union makes us hungry for a grilled cheese sandwich as lunchtime approaches. As the simplistic spot amplifies cravings in a matter of 30 seconds, one quickly realizes the “ooey gooey” potential of a single piece of Kraft cheese or three. Basic yet effective, Union and Kraft make it hard to look away as soon as the ad starts rolling.
Regarding the Canadian-focused campaign, Union partner/ECD Lance Martin tells Marketing, “We were thinking about how iconic Kraft Singles are to Canadians…and then we actually just put an orange square on a blue background and held it up, and people were like ‘that’s a Kraft Single.'” Well, they’re in our heads now and we’re just fine with that.
Advertising Agency: UNION, Toronto, Canada
Executive Creative Director: Lance Martin
Associate Creative Director / Art Director: Glen D’Souza
Associate Creative Director / Copywriter: Mike Takasaki
Producer: Grace Lee
Account Director: Tyler Brown
Sound Design: Keen Audio
Post Production: The Juggernaut