Brands are getting major Star Wars fever ahead of the December release of The Force Awakens. But none has gone for sheer volume quite like Kraft, which breaks a new ad Monday featuring what the marketer says is the largest Star Wars memorabilia collection ever seen in a TV commercial.
The spot, from Crispin Porter + Bogusky, is a nice way to illustrate what's being sold here: Special boxes of Kraft Macaroni & Cheese (with Star Wars-shaped pasta) that feature character portraits of Yoda, Darth Vader, R2-D2 and C-3PO. The boxes are being positioned as collectibles themselves—an assertion that's slightly more credible since individual boxes show only half a face, meaning you need at least two boxes to make a full face.
Check out a product shot here:
For the commercial, then, Kraft and CP+B gathered somewhat more rare Star Wars collectibles. To do so, they went to a good source—Rancho Obi-Wan, the California nonprofit that has the Guinness-Record-certified largest private Star Wars collection in the world. Rancho Obi-Wan provided more than 750 pieces of memorabilia for the shoot.
The plot of the ad is cute enough. It features a dad who ostensibly owns the collection showing off the "toys" to his son, who can't understand why he can't play with them.
There's also a second, shorter spot with a different punchline:
Beyond the commercials, there is also an interactive online experience at KraftStarWarsRoom.com, where visitors can click on items of memorabilia from the Star Wars room and get their backstories.
"We're bringing to life the nostalgia that many young parents feel about Star Wars and Kraft, and creating new and exciting ways to experience them together as a family," says Scott Glenn, brand manager for Kraft Macaroni & Cheese. "The Kraft Star Wars Room gives fans a new way to feed their inner Jedi with exclusive access to limited-edition collectibles housed in one amazing shrine."
Also check out some print work below.
TV CREDITS
Client: Kraft Macaroni & Cheese
Campaign Title: Star Wars Shapes
Execution Title: Can't Play
Agency: CP+B
Launch Date: 10/19/15
Chief Creative Officer: Ralph Watson
Executive Creative Director: Adam Chasnow
Art Director: Ryan Dowling
Writer: Chris Potts
Director Of Video Production: Kate Hildebrant
Integrated Producer: Annie Turlay
Production Company & City: Hungry Man, Los Angeles
Director: Hank Perlman
Director Of Photography: Eric Steelberg
Line Producer (Production Co): Caleb Dewart
Executive Producer (Production Co): Dan Duffy / Kevin Byrne
Editorial Company & City: The Now Corporation, New York
Editor: Owen Plotkin
Assistant Editor: Jessica Farmer
Editorial Executive Producer: Nancy Finn
Post Production Company & City: Method Studios, New York
Lead Compositor: Steve Morris
Executive Producer: Angela Lupo
Post Producer: Brad Wood
Graphics / Animation Company & City: BUCK, New York
Executive Producer: Maurie Enochson
Senior Producer: Nick Ferzich
Mix Company & City: Lime Studios, Santa Monica, Calif.
Audio Engineer: Mark Meyhaus
Music Company & City: JSM Music, New York
Executive Music Producer: Joel Simon
Telecine Company & City: CO3, Los Angelos
Senior Producer: Rochelle Brown
Colorist: Tim Masick
Vp Group Account Director: Steve Sanders
Account Directors: Kevin Sypal, Anne Catherine Feeney
Content Supervisor: Neylu Longoria, Kelly Olech
Content Manager: Ashley Huehnerfuss
Group Director, Planning: Kaylin Goldstein
Business Affairs: Daphne Papadopulos, Katherine Graham-Smith
Traffic Manager: Tito Texidor
WEBSITE CREDITS
Client: Kraft Macaroni & Cheese
Execution Title: Star Wars Room
Agency: CP+B
Chief Creative Officer: Ralph Watson
Executive Creative Director: Adam Chasnow
Creative Director: D'Arcy O'Neill
Art Director: Ryan Dowling
Copywriter: Chris Potts
Executive Producer, Interactive: Stafford Bosak
Interactive Technical Director: Harold Jones
Associate Technical Director: Benjamin Sterling
Digital Development Company & City: Hook, Los Angeles
Quality Assurance Partner: Hook QA, Los Angeles
Digital Metrics: Ryan Cain
Photographer: Ryan Dowling
Music Company & City: JSM Music, New York
Collection Curator: Rancho Obi Wan, Petaluma, Calif.
Group Content Management Director: Steve Sanders
Content Management Director: Anne Catherine Feeney
Content Supervisor: Kelly Olech
Content Manager: Ashley Huehnerfuss
Business Affairs: Katherine Graham Smith, Daphne Papadopulos
Traffic Manager: Tito Texidor
