Velveeta Explains What to Do With That Cast-Iron Skillet You Carry Around Everywhere

Maybe cook something

You have a weird, ineffable obsession with your cast-iron skillet. You carry it with you everywhere like a safety blanket. You believe like it could make you feel joy, but it does not, because something is missing.

Velveeta appeals to the kitchenware creeper segment with a new pair of spots from Wieden + Kennedy for the brand's Cheesy Skillets dinner kits. It's a new twist on the agency's oddball approach to the product, with some of the dramatic flavor of Old Spice still in the voiceover and epic positioning, "It's liquid gold," but sight gags balancing it out.

In some ways, it's the American cheese of advertising—comfort food that's pleasing at first but ultimately a little too processed to leave you feeling entirely good about having eaten it. If you can get past the slightly overdone copy, though, there's some pretty rich comedy in the dumb facial expressions of the actors.

You might even call it gold.

Credits below.


Client: Velveeta

Project: Velveeta Cheesy Skillets

Agency: Wieden + Kennedy, Portland, Ore.

Creative Directors: Karl Lieberman, Eric Baldwin

Digital Director: Pierre Wendling

Copywriters: Heather Ryder, Darcie Burrell

Art Director: Matthew Carroll

Interactive Producer: Ryan Adams

Event Producer: Victoria Semarjian

Account Team: Ken Smith, Rachel Parker, Danica Jones, Sarah Augustine

Media Director: Alex Dobson

Head of Broadcast: Ben Grylewicz

Broadcast: Shelley Eisner, Nicole Kaptur, Yamaris Leon

Art Production: Stacie Balzer, Eugenie Frerichs, Denise Hanggi, Rainier Goubault

Project Manager: Megan Nugent

Studio Manager: Anna Gatewood

Studio Artists: Leslie Warra, Thomas Bradley

Executive Creative Directors: Mark Fitzloff, Susan Hoffman

Business Affairs: Amber Lavender, Anna Beth Nagel, Pam Atkinson

Content Services: Zoe Hoetze, Anders Lund

Production Company: Smith & Jones Films

Director: Ulf Johansson

Executive Producer: Philippa Smith

Executive Assistant: Tori King

Line Producer: Justine Madero

Postproduction Company (Editorial): Spot Welders

Editor: Haines Hall

Producers: Carolina Wallace, Lisa English

Visual Effects: A52

Executive Producer: Megan Meloth

Producer: Meredith Cherniack

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.