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