You have a weird, ineffable obsession with your cast-iron skillet. You carry it with you everywhere like a safety blanket. You believe like it could make you feel joy, but it does not, because something is missing.
Velveeta appeals to the kitchenware creeper segment with a new pair of spots from Wieden + Kennedy for the brand's Cheesy Skillets dinner kits. It's a new twist on the agency's oddball approach to the product, with some of the dramatic flavor of Old Spice still in the voiceover and epic positioning, "It's liquid gold," but sight gags balancing it out.
In some ways, it's the American cheese of advertising—comfort food that's pleasing at first but ultimately a little too processed to leave you feeling entirely good about having eaten it. If you can get past the slightly overdone copy, though, there's some pretty rich comedy in the dumb facial expressions of the actors.
You might even call it gold.
Project: Velveeta Cheesy Skillets
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Karl Lieberman, Eric Baldwin
Digital Director: Pierre Wendling
Copywriters: Heather Ryder, Darcie Burrell
Art Director: Matthew Carroll
Interactive Producer: Ryan Adams
Event Producer: Victoria Semarjian
Account Team: Ken Smith, Rachel Parker, Danica Jones, Sarah Augustine
Media Director: Alex Dobson
Head of Broadcast: Ben Grylewicz
Broadcast: Shelley Eisner, Nicole Kaptur, Yamaris Leon
Art Production: Stacie Balzer, Eugenie Frerichs, Denise Hanggi, Rainier Goubault
Project Manager: Megan Nugent
Studio Manager: Anna Gatewood
Studio Artists: Leslie Warra, Thomas Bradley
Executive Creative Directors: Mark Fitzloff, Susan Hoffman
Business Affairs: Amber Lavender, Anna Beth Nagel, Pam Atkinson
Content Services: Zoe Hoetze, Anders Lund
Production Company: Smith & Jones Films
Director: Ulf Johansson
Executive Producer: Philippa Smith
Executive Assistant: Tori King
Line Producer: Justine Madero
Postproduction Company (Editorial): Spot Welders
Editor: Haines Hall
Producers: Carolina Wallace, Lisa English
Visual Effects: A52
Executive Producer: Megan Meloth
Producer: Meredith Cherniack