Ad of the Day: Kraft Macaroni & Cheese

Kids foil their pilfering parents in CP+B's new spots

Crispin Porter + Bogusky has been doing some fun social media work for Kraft Macaroni & Cheese lately. There was the Twitter game "Mac & Jinx" (based on the old children's game of Jinx) in which pairs of people who happened to write the phrase "mac and cheese" simultaneously on Twitter got @ messages offering free Mac & Cheese to whoever replied first. More recently, the agency whipped up a quick contest in which anyone who tweeted about Mac & Cheese had a chance at getting his or her tweet turned into a commercial. These little stunts were fine, but it's nice to see some bona-fide professional commercials added to the mix once again. There are two new ones, and they build nicely on the campaign's earlier insight that parents just can't help stealing their kids' Mac & Cheese at the table. In the earlier executions, the children didn't do much about the pilfering except sit and pout about it. In the new spots, they get their revenge. In the first ad, a kid sees his chance to get back at Dad when a police officer comes to school to talk about law enforcement. In the second, a girl evens the score with her father by stealing his stuff and selling it to a pawn dealer. It's a decent way to evolve the campaign by raising the stakes a little. Of course, the new ads aren't completely stunt-free. They're still voiced by Ted Williams, the homeless man with the golden voice, whom CP+B hired at the height of his brief celebrity over the winter.

CREDITS

Client: Kraft Macaroni & Cheese

Campaign Title: Noodle Theft

Spots: "Officer Dan," "Pawn Shop"

Agency: Crispin Porter + Bogusky

Worldwide Chief Creative Officer: Rob Reilly

Group Creative Directors: Bill Wright, James Dawson-Hollis

Interactive Group Creative Director: Matt O’rourke

Associate Creative Directors: Cliff Leicht, Wendy Leicht

Art Director: Wendy Leicht

Copywriter: Cliff Leicht

Executive Integrated Producer: Chap Hopenwasser

Senior Integrated Producer: Kate Hildebrant

Production Company: Hungry Man, New York

Director: Hank Perlman

Executive Producer (Production Co): Cindy Becker

Line Producer: Caleb Dewart

Director Of Photography: Eric Steelberg

Editorial Company: Cosmo Street, Santa Monica, Calif.

Editors: Tessa Davis, Kevin Anderson

Assistant Editor: Zoe Mougin

Executive Producer: Yvette Corribias

Producer: Esther Perls

Music: Amber Music, New York

Producer: Michelle Curran

Composer: Jon Whitehouse

Finishing Company: The Moving Picture Company, Santa Monica, Calif.

Visual Effects Producer: Eric Mccasline

Account Director: Kate Frazier

Content Management Supervisor: Tamsin Mariner

Content Supervisor: Spencer Holmes

Content Manager: Jessica Francis

Assistant Content Manager: Carrie White

Director Of Business Affairs: Nancy Espinal