Creativity

Kraft Mac & Cheese's Latest Spots Feature Epic Parenting 'Fails'

Ads Show How a Bowl of Kids' Favorite Food Can 'Make it Right'

By Alexandra Jardine. Published on Mar 13, 2017

Editor's Pick

Parenting blogs the world over are full of funny stories and videos of mom and dad "fails," and it's this kind of humor Kraft taps into for its latest campaign for Mac & Cheese.

Three new TV spots by Crispin Porter & Bogusky show scenarios of parents messing up, but a bowl of Mac & Cheese puts it right afterwards. In one ad, seen here, a mom fails to realize her teenage daughter's not actually playing when she's cheering on the ice hockey team. Another ad sees an over-enthusiastic dad destroy the bounce house at a kids' party, and a third shows an absent-minded father pushing a swing -- and failing to realize his kid fell off. The spots were directed by Harry Cocciolo at Bob Industries.

Kraft says it also conducted some research to dispel the myth of "perfect" parenting, finding that more than nine in 10 millennial parents feel mess-ups are a natural part of parenting, three in five admit parenting fails happen an average of three times a week and nearly three out of four say giving their child their favorite meal is one of the best ways to make it right. (The survey doesn't reveal what happens when the meal they get isn't their favorite -- presumably, a further parenting fail.)

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About

Credits

Date
Mar 13, 2017
Agency:
Crispin Porter + Bogusky
Client:
Kraft Mac & Cheese
VP/Chief Creative Officer:
Ralph Watson
VP/Executive Creative Director:
Adam Chasnow
Creative Director:
Dave Steinke
Creative Director:
Peter Knierim
Art Director:
Daniel Depew
Writer:
Kayla Nixdorf
VP/Director of Video Production:
Kat Hildebrandt
Integrated Producer:
Annie Turlay
Production Company:
Bob Industries
Director:
Harry Cocciolo
DOP:
Adam Marsden
Line Producer:
Merrie Wasson
Executive Producer:
TK Knowles
Executive Producer:
John O'Grady
Executive Producer:
Chuck Ryant
Editorial Company:
The Now Corporation
Post Production Company:
Method Studios
Mix Company:
Audio Engine
Music Company:
JSM Music
Telecine:
Company 3

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