We're not sure what they're putting in Philadelphia Cream Cheese these days, but the Kraft Heinz brand's latest campaign suggests it could give you a "multisensorial" experience, transporting you into other worlds.

Three new spots created by agency Gut depict people indulging in the creamy stuff in an almost ASMR way. One woman takes a bite of her cracker with Philly and her entire living room becomes covered in a huge fluffy rug to rival her Persian cat. In another spot, someone eating a bagel descends through their kitchen floor to float amongst beautiful clouds. A third spot sees a man choosing to snack on Philly in the bath transported to the middle of the ocean.

Ian Schwartz of Prettybird directed the ads, the tagline for which is "You Don’t Just Taste It. You Feel It.” According to Anne Field, equity and platform strategy lead, cheese, Kraft Heinz Company, the brand "set out to create multi-sensorial, immersive worlds" after conducting interviews with real consumers about how it made them feel.

"We started with the consumer—and really richly understanding their unique experience with Philadelphia and cream cheese," said Field. "There is so much passion for the multi-sensorial nature of cream cheese, and the idea that each time you eat it you experience again that 'ahhh' of deep satisfaction."

Field explained that the campaign involved conducting "intriguing exercises" with about 100 people to help the team "identify some metaphors for that almost indescribable experience. Not only did every single person describe Philly a little differently, but we noticed all kinds of other senses popping into those stories, too, [such as] how the creamy texture felt on a warm, crunchy bagel, the sight of dipping foods directly into the tub of whipped Philly, the sounds of the city slipping away."