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CP+B Condones Grand Theft Auto for Kraft Mac & Cheese

CP+B’s funny new spot for Kraft Macaroni & Cheese examines the desperate lengths people will go to for a bite of Kraft’s signature macaroni and cheese-like-product.

Set to Marvin Hamlisch’s “What I Did For Love,” the 45 second spot shows individuals engaging in some questionable behavior to get their hands on Kraft Mac & Cheese, ranging from the everyday sneakiness of a grandfather stealing a bite from his grandson while the family says grace, to the potentially unsanitary exploits of a man who desperately destroys his child’s macaroni picture, to the utter illegality of a woman willing to steal a Kraft Macaroni & Cheese truck. Directed by Hank Perlman, “What I Did For Love” is the latest in CP+B’s “You Know You Love It” campaign for Kraft Mac & Cheese, and is a perfect example of what the campaign is capable of. The new spot is a lot more thought through than the “Noodle Reunion” promotion we covered back in October, and while they push the irreverent humor to new heights — for Kraft Mac & Cheese it’s downright edgy — they balance the irreverence with Kraft’s standard wholesomeness to make a fun spot that works for the brand. Stick around for credits after the jump.

Credits:

AGENCY: CP+B

VP EXECUTIVE CREATIVE DIRECTOR: Adam Chasnow

CREATIVE DIRECTOR: Michael Raso

ASSOCIATE CREATIVE DIRECTOR / WRITER: Paul Sincoff

ASSOCIATE CREATIVE DIRECTOR / ART DIRECTOR: Kyle Jones

VP DIRECTOR OF VIDEO PRODUCTION: Chad Hoppenwasser

SENIOR INTEGRATED PRODUCER: Katie Porter

JUNIOR INTEGRATED PRODUCER: Alina Moeller

PRODUCTION COMPANY & CITY: Hungry Man, Los Angeles, CA

DIRECTOR: Hank Perlman

DIRECTOR OF PHOTOGRAPHY: John Lindley

LINE PRODUCER (PRODUCTION CO): Caleb Dewart

EXECUTIVE PRODUCER (PRODUCTION CO): Kevin Bryne, Dan Duffy, Mino Jarjoura + Nancy Hacohen

EDITORIAL COMPANY & CITY: The Now Corporation, New York, NY

EDITOR(s): Jesse Reisner

ASSISTANT EDITOR: Renn Cheadle

EDITORIAL EXECUTIVE PRODUCER: Nancy Finn

POST PRODUCTION COMPANY & CITY: Method, Santa Monica, CA

LEAD COMPOSITOR(s): Kelley Bumbarger

EXECUTIVE PRODUCER: Robert Owens

POST PRODUCER: Ananda Reavis

GRAPHICS / ANIMATION COMPANY & CITY: Buck, Los Angeles, CA

MIX COMPANY & CITY:  Lime Studios, Santa Monica, CA

AUDIO ENGINEER: Mark Meyuhas

AUDIO ENGINEER’S ASSISTANT: Matt Miller

MIX PRODUCER: Kelli Espinoza

MUSIC COMPANY & CITY: JSM Music, Inc, New York, NY

ARRANGER(s): Joel Simon + Doug Katsaros

CD/ EXECUTIVE MUSIC PRODUCER:  Joel Simon

EXECUTIVE MUSIC PRODUCER: Joel Simon

EXECUTIVE MUSIC PRODUCER (AGENCY): Bill Meadows

MUSIC PRODUCER (AGENCY): Jorge Ivan Vargas Perez

TELECINE COMPANY & CITY: CO3 LA

COLORIST: Stefan Sonnenfeld

VP GROUP ACCOUNT DIRECTOR: Kate Frazier

ACCOUNT DIRECTORS: Kevin Sypal

CONTENT SUPERVISOR: Audyn O’Rourke

ASSOCIATE DIRECTOR, PLANNING: Kaylin Goldstein

COGNITIVE ANTHROPOLOGIST: Jenifer Murray

BUSINESS AFFAIRS: Nancy Espinal

TRAFFIC MANAGER: Gabrielle Granados

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