Ad of the Day: Kraft Got a Record Haul of Star Wars Memorabilia Into This Mac & Cheese Ad

Special product boxes are themselves positioned as collectibles

Brands are getting major Star Wars fever ahead of the December release of The Force Awakens. But none has gone for sheer volume quite like Kraft, which breaks a new ad Monday featuring what the marketer says is the largest Star Wars memorabilia collection ever seen in a TV commercial.

The spot, from Crispin Porter + Bogusky, is a nice way to illustrate what's being sold here: Special boxes of Kraft Macaroni & Cheese (with Star Wars-shaped pasta) that feature character portraits of Yoda, Darth Vader, R2-D2 and C-3PO. The boxes are being positioned as collectibles themselves—an assertion that's slightly more credible since individual boxes show only half a face, meaning you need at least two boxes to make a full face.

Check out a product shot here:

For the commercial, then, Kraft and CP+B gathered somewhat more rare Star Wars collectibles. To do so, they went to a good source—Rancho Obi-Wan, the California nonprofit that has the Guinness-Record-certified largest private Star Wars collection in the world. Rancho Obi-Wan provided more than 750 pieces of memorabilia for the shoot.

The plot of the ad is cute enough. It features a dad who ostensibly owns the collection showing off the "toys" to his son, who can't understand why he can't play with them.

There's also a second, shorter spot with a different punchline:

Beyond the commercials, there is also an interactive online experience at KraftStarWarsRoom.com, where visitors can click on items of memorabilia from the Star Wars room and get their backstories.

"We're bringing to life the nostalgia that many young parents feel about Star Wars and Kraft, and creating new and exciting ways to experience them together as a family," says Scott Glenn, brand manager for Kraft Macaroni & Cheese. "The Kraft Star Wars Room gives fans a new way to feed their inner Jedi with exclusive access to limited-edition collectibles housed in one amazing shrine."

Also check out some print work below.

TV CREDITS

Client: Kraft Macaroni & Cheese

Campaign Title: Star Wars Shapes

Execution Title: Can't Play

Agency: CP+B

Launch Date: 10/19/15

Chief Creative Officer: Ralph Watson

Executive Creative Director: Adam Chasnow

Art Director: Ryan Dowling

Writer: Chris Potts

Director Of Video Production:  Kate Hildebrant

Integrated Producer: Annie Turlay

Production Company & City: Hungry Man, Los Angeles

Director: Hank Perlman

Director Of Photography: Eric Steelberg

Line Producer (Production Co): Caleb Dewart

Executive Producer (Production Co): Dan Duffy / Kevin Byrne

Editorial Company & City: The Now Corporation, New York

Editor: Owen Plotkin

Assistant Editor: Jessica Farmer

Editorial Executive Producer: Nancy Finn

Postproduction Company & City: Method Studios, New York

Lead Compositor: Steve Morris

Executive Producer: Angela Lupo

Postproducer: Brad Wood

Graphics / Animation Company & City: BUCK, New York

Executive Producer: Maurie Enochson

Senior Producer: Nick Ferzich

Production Designer: Paul McConnell, Local 800

Mix Company & City: Lime Studios, Santa Monica, Calif.

Audio Engineer: Mark Meyhaus

Music Company & City: JSM Music, New York

Executive Music Producer: Joel Simon

Telecine Company & City: CO3, Los Angelos

Senior Producer: Rochelle Brown

Colorist: Tim Masick

Vp Group Account Director: Steve Sanders

Account Directors: Kevin Sypal, Anne Catherine Feeney

Content Supervisor: Neylu Longoria, Kelly Olech

Content Manager: Ashley Huehnerfuss

Group Director, Planning: Kaylin Goldstein