This new spot for Kraft Mac 'n Cheese is easy to like. It's also easy to dismiss as being too simple, but in fact its simplicity is probably the very thing that makes it great.
Let's not forget we're talking about Mac 'n Cheese here. Getting too complex would be wrong on many levels. It's a fun food that, for most, evokes fun memories.
The insight is quick, if not vaguely familiar - Adults like mac 'n cheese just as much as (if not more than) kids, but most consider it a kid's food and are a little embarrassed to be seen eating it. There might be a nugget of an insight there about health, too, but these guys made the smart decision not to touch that.
From there, the spot speaks for itself. Kid catches dad sneaking mac n cheese off his plate while he thinks he won't be seen.
The tagline is firmly rooted in the same insight, which brings the execution together nicely. It's hard for this not to get a smile from those of us who feel a little nostalgic.
ON STRATEGY and a good lesson for the creative folks out there who think sticking to a strategy or following a brief has to be cumbersome or stifling. Sometimes it's just this simple.
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