US Ad of the Day: Velveeta celebrates eating cheese in cars, nightclubs and fanny packs
Directed by music industry hotshot Andreas Nilsson, the latest campaign from the Kraft Heinz-owned brand highlights the myriad ways in which one can eat Velveeta.
When it comes to eating Velveeta cheese, the possibilities are endless. You can eat it from a custom-built holder in your car or from your fanny pack for an on-the-go lunch.
Such is the message behind Velveeta’s newest trio of spots - ‘Breeze,’ ‘Rider’ and ‘Crowd’ – which went live today. The commercials were directed by Swedish artist Andreas Nilsson, known for his contributions to the music videos of 2 Chainz, MGMT, Moby, Bright Eyes, The Knife and others.
Each spot represents a vignette of a different character who enjoys Velveeta cheese however (and wherever) they want.
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In Breeze, a man takes a joy ride in a convertible muscle car. With the wind in his hair, he indulges himself with nachos and Velveeta cheese from a custom holder in his car.
Then, in Rider, a man rides a mechanical bull in a Twin Peaks-esque night club in order to enjoy pasta shells doused in Velveeta cheese.
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Finally, Crowd depicts a woman who ignores passersby as she dines on pasta with Velveeta cheese from her fanny pack.
Creative agency Johannes Leonardo led the effort. “Simplicity was the key here. It’s not even cool to talk about ‘cool’ so we focused on showing it in very reductive ways that centered on just cheese and attitude,” said Andrew Chin, creative lead at Johannes Leonardo. “And, Andreas [Nilsson] was the perfect choice to bring that story to life.”
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The new work marks the latest iteration of Velveeta’s campaign, ‘La Dolce Velveeta’ (LDV). First introduced in 2021, LDV riffs on the Italian phrase “la dolce vita“ (meaning “sweet life”) and allows the brand to be “unapologetic, big, bold, supremely creamy, and relentlessly original“ with its marketing, according to a statement.
“Velveeta has had a major transformation over the last few years and we are only just beginning,” Kelsey Rice, senior brand manager at Velveeta, said in a statement. “We’ve created ways for our fans to live LDV IRL (hello, Pinkies Out nail polish and the Veltini) and are now excited to evolve our LDV campaign to show the big mood food attitude [that] only Velveeta can unlock. Velveeta is more than delicious, cheesy goodness. We see it as a ticket to living a life filled with outrageous pleasure.”
Starting today, the three films will be running across TV, online and social. Out-of-home placements will also be launching in Times Square and on the Las Vegas Strip.
Credits:
Agency: Johannes Leonardo
Production company: Biscuit
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