Ad of the Day: Velveeta

He's just not that into you, but he's really into your golden cheese sauce

In a classic print campaign for the Citibank AAdvantage credit card nearly 20 years ago, Kirshenbaum Bond & Partners raised the question of what motivates men to buy presents for women—suggesting it might not all be about pure love but about mileage points instead.

In a similar vein, Wieden + Kennedy's new campaign for Velveeta, breaking today, introduces the notion of a "Liquid Gold Digger"—or a guy who's really only interested in your golden sauce, not you per se. He wants you to think it's all about you, though, even while he angles for the cheese.

In one new TV spot, a teenage boy turns up for a sleepover at his friend's house, knowing full well that his friend is away. He feigns enough disappointment that the mom invites him to stay for dinner. He demands Velveeta on a hot dog.

Another ad takes place at a potluck dinner, with a young man named Jay telling a white-haired woman how young she looks, even as he digs into her macaroni and Velveeta.

In a third ad, a woman breaks the news to her friend in a kitchen that her partner is really just after her Velveeta cheesy broccoli soup.

The tagline: "Liquid gold diggers love liquid gold."

Previous W+K campaigns for the Kraft Foods brand looked to sell prepared meals such as Velveeta Cheesy Skillets and Velveeta Shells & Cheese. This effort sells the cheese itself, with a wink, a nod and even a Facebook quiz to determine if you're digger.

Traditional, blue-collar moms 25-54 are the primary target this time, according to Velveeta brand manager Richard Bode. Here's hoping they have a sense of humor about cheese.

CREDITS

Client: Velveeta

Agency: Wieden + Kennedy, Portland, Ore.

Creative Directors: Karl Lieberman, Eric Baldwin

Copywriter: Michael Illick

Art Director: Rob Kendall

Producer: Monica Ranes

Agency Post Producer: Hayley Goggin

Account Team: Kara York, Jennifer Segerholt, Ken Smith

Executive Creative Directors: Mark Fitzloff, Susan Hoffman, Joe Staples

Agency Executive Producer: Ben Grylewicz

PRODUCTION

Production Company: Moxie

Director: Martin Granger

Executive Producers: Robert Fernandez, Roger Zorovich, Karol Zeno

Line Producer: Heidi Soltesz

Director of Photography: Eric Schmidt

EDITORIAL

Editorial Company: HutchCo

Editor: Jim Hutchins

Assistant Editor: Patrick O'Leary

Post Executive Producer: Jane Hutchins

VISUAL EFFECTS

VFX Company: A52

VFX Producer: Jamie McBriety

Flame Artist: Andres Barrios

MIX

Mix Company: Lime

Mixer: Dave Wagg

Mix Producer: Jessica Locke

SOUND DESIGN

Sound Design Company: Barking Owl

Sound Designer: Michael Anastasi

Executive Producer: Kelley Bayett