Kraft Cooks Up 'Deluxified' Comfort for Frozen Mac & Cheese

Can you make the cat bigger?

Kraft Heinz introduces a freezer-aisle version of its iconic Mac & Cheese in the only way possible. And that would be with a cat the size of a couch, multiple doting grannies and a human-sized hot water bottle that gives you a hung.

Agency Johannes Leonard developed a trio of spots with directors Ian Pons Jewell and Yukihiro Shoda, who pack rad visuals into each frame.

These :15s are cute, accenting the "deluxified" comfort enjoyed by those partaking of the gooey treat. There's also just enough oddness to keep eyeballs engaged, and a slight edge—perhaps unintentional—that raises each concept several notches.

Kitty will scarf down that cheesy mac—then make short work of the table. And handsy ba-ba needs to chill the heck out!

Speaking of chill, there's also a limited-edition Frozen (A)isle Sweater "to keep you warm while you shop."

"When we think of comfort, we might think of unwinding after a long day, cuddling your pet, or spending time with your favorite person," JL art director Anna Cevallos tells Muse. "But deluxified comfort is a more fantastical feeling. So, we thought, what if the people pets, and objects we make ourselves comfortable with actually did the making? Dialing them up allowed us to enter a space with more oddity but still extremely comfortable, physically and emotionally. Which is inherently a weird thing to say about something like a water bottle."

Although VFX obviously played into the films, "We built and constructed many of the deluxified items," says agency copywriter Paula Gete-Alonso. "The humongous hand-knitted blue blanket (now warming up the Kraft team in their Chicago office), a giant furry cat tail and the bottle-man were all on set. We really hugged the bottle prop thanks to puppeteers!"

The work breaks today across TV, digital and print.

David Gianatasio
David Gianatasio is managing editor at Clio Awards.

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