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Posts Tagged ‘Jesse Reisner’

CP+B Rolls Out New Kraft Mac & Cheese Spots

CP+B have unveiled the latest in their continuing “You Know You Love It” campaign for Kraft Macaroni and Cheese. Previous work on the campaign for Kraft’s macaroni and orange goo product has included the funny, on-point “What I Did For Love” and the nostalgia-laden “Go Ninja, Go.”

The two new 30-second spots are more in the vein of the former, although not as funny or effective, relying more on cuteness than humor. In “Pregnant,” a man eats the macaroni and cheese his pregnant wife requested, claiming that they’re “all out.” As you may have guessed, this is not a smart move and the spot ends just before she claws his face off (okay, not really). “Babysitter” is similarly minded, with a babysitter who will pay the price for helping herself to a late night mac and cheese snack. Stick around for credits and “Babysitter” after the jump. Read more

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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. Read more

CP+B Celebrates a Kraft ‘Diamond Jubilee’ with More Skimming Parents

Well, if it ain’t broke, don’t fix it as they say. Crispin Porter + Bogusky’s latest effort for Kraft Mac & Cheese, which debuted during last night’s Oscars telecast, continues the agency’s concept of parents who can’t help but bogart some of the gooey dish from their kids. This time, as part of Kraft Mac & Cheese’s diamond anniversary (75 years in case you didn’t know), CP+B and its client introduce us to three generations of Mac & Cheese enthusiasts including the elder statesman (who looks awfully familiar) and has been skimming from his offspring’s plates for, yes, 75 years. And of course, Ted “Golden Voice” Williams is still providing VO. Credits after the jump.

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