Kraft Mac & Cheese's Latest Spots Feature Epic Parenting 'Fails'
Ads Show How a Bowl of Kids' Favorite Food Can 'Make it Right'
Mar 13, 2017
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.)