By Minda Smiley, Reporter

May 29, 2015 | 1 min read

Kraft plays mind games on viewers in its latest quirky spot to promote the company’s single cheese slices.

Created by Toronto-based Union, the narrator of the ad convinces those watching that if they’re craving a grilled cheese, they just might begin to think that the orange square on the screen is in fact a Kraft Single.

The video features the sounds of a grilled cheese being made as the orange square slowly turns into a slice of melted cheese in the ‘warm embrace of pillowy, toasted bread.’

By the end, he reminds viewers that the sandwich is only in their minds – and that it was actually just an orange square all along.


Advertising Agency: UNION, Toronto, Canada

Executive Creative Director: Lance Martin

Associate Creative Director / Art Director: Glen D’Souza

Associate Creative Director / Copywriter: Mike Takasaki

Producer: Grace Lee

Account Director: Tyler Brown

Sound Design: Keen Audio

Post Production: The Juggernaut

Published: May 2015

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