Cheese Star of JWT's Kraft Spots

Cheese is the central character in three vignettes from J. Walter Thompson that provide a blanket campaign for Kraft brand cheeses while also highlighting individual products.

“There’s something about Kraft Cheese,” is the tagline. The spots are airing in the Minneapolis, Tampa/St. Petersburgh, Fla., and Cleveland markets, with a national rollout expected after the first of the year. Print is also being readied for February.

The commercials, directed by Bob Giraldi, have the tone of an image campaign without the endless list of product benefits often associated with packaged goods advertising, said Jeff York, group creative director at JWT Chicago.