Velveeta eaters ooze effortless cool in latest quirky ‘La Dolce Velveeta’ spots

Johannes Leonardo returns with three vignettes, directed by Andreas Nilsson, that give the brand even more confidence and swagger

Published On
Apr 18, 2023
A woman in a crowd eating Velveeta from a fanny pack

Editor's Pick

Let’s admit up front that making Velveeta cool has been quite the accomplishment. This is not, historically speaking, a cool brand. But with help from Johannes Leonardo, the Kraft Heinz processed cheese has brazenly positioned itself as just about the coolest thing ever—and somehow it worked, thanks to 2021’s over-the-top rebrand and a series of successive marketing stunts.

Today, we get a new raft of “La Dolce Velveeta” work, and it’s just as peculiarly delightful as the prior stuff. Three spots directed by the always-reliable Andreas Nilsson function as wordless set pieces—in a convertible, in a rodeo bar and on a crowded street.

These characters ooze attitude. And they will enjoy Velveeta whenever, and however, they please.

 
 
 

The carefree outsider who’s somehow the ultimate insider is a fun advertising trope—see, for example, the Southern Comfort beach guy. But there’s an added absurdity when the product isn’t liquor but processed cheese. And it is indeed, cool, on some level, to like something everyone else looks down on. Nilsson’s threaded that needle for years, going back to his pairing of Jean-Claude Van Damme and Enya for Volvo Trucks’ “The Epic Split.”

“Simplicity was the key here,” said noted JL creative lead Andrew Chin. “It’s not even cool to talk about ‘cool’ so we focused on showing it in very reductive ways that centered on just cheese and attitude. And Andreas was the perfect choice to bring that story to life.”

“Velveeta people are different,” added JL creative lead Lannie Hartley. “They don’t care what people think about what they enjoy. They just … enjoy it. There’s an inherent confidence there that’s worth acknowledging. So this year was all about shining a light on that signature bit of attitude and cool that embodies those who live La Dolce Velveeta.”

“Velveeta has had a major transformation over the last few years and we are only just beginning,” said Kelsey Rice, senior brand manager for Velveeta. “We’ve created ways for our fans to live LDV IRL—hello, Pinkies Out nail polish and the Veltini—and are now excited to evolve our LDV campaign to show the big mood food attitude only Velveeta can unlock. Velveeta is more than delicious, cheesy goodness. We see it as a ticket to living a life filled with outrageous pleasure.”

Starting today, cutdowns of the longform films will run across TV, OLV and social. There will also be mood-food placements at launch in Times Square and on the Las Vegas Strip.

Credits

Date
Apr 18, 2023
Client :
Velveeta
Agency :
Johannes Leonardo
VP Head of Strategy and Development :
Jessica Vultaggio
VP Head of Brand Communications :
Nina Patel
Head of Brand Communications :
Anne Field
Director of External Communications & PR :
Jenna Thornton
Senior Brand Manager Brand Comms :
Kelsey Rice
Manager Brand PR & Media Relations :
Kate Mitchell
Founder :
Jan Jacobs
Founder :
Leo Premutico
Chief Creative Officer :
Julia Neumann
Creative Director :
Mathew Jerrett
Creative Lead :
Andrew Chin
Creative Lead :
Lannie Hartley
Group Strategy Director :
Emily Garvey
Communications Strategy Director :
Annie Yuan
Senior Communications Strategist :
Cameren Moncrieff
Strategist :
Andrew Grant
Integrated Business Lead :
Connor Keeshan
Account Director :
Jack Beck
Account Supervisor :
Allie Graham
Group Executive Producer :
Brett Fisher
Senior Producer Film :
Jake Herman
Director Business Affairs :
Alesa Blanchard-Nelson
Senior Business Affairs Manager :
Joe Bringuier
Senior Project Manager :
Graziella Bullaro
Public Relations Associate :
Nana-Saa Kessie
Public Relations :
Alison Brod Marketing + Communications
Executive Vice President :
Brooke Scher Mogan
Vice President :
Adrianna Lauricella
Account Director :
Erika Berg
Account Supervisor :
Sarah Pressler
Account Executive :
Whitney Woodard
Junior Account Executive :
Jessica Fineman
Production :
Biscuit
Director :
Andreas Nilsson
Partner/Managing Director :
Shawn Lacy
Executive Producer :
Holly Vega
Head of Production :
Sean Moody
UPM :
Jay Veal
Bidding Producer :
Nash Cubero
Local Service Company :
The Lift
CEO :
Avelino Rodríguez
Executive Producer :
Pablo Chozas
Line Producer :
Cristina Barres
Cinematographer :
Peter Deming
Photographer :
Julieta Horak
Production Designer :
Brock Houghton
Food Stylist :
Bea M. Nogueira
Wardrobe Stylist :
Paola Alfaro
Editorial :
Cut & Run
Editorial :
The Quarry
Editor :
Jonnie Scarlett
Assistant Editor :
Chrissy Doughty
Managing Partner :
Lauren Hertzberg
Executive Producer :
Ellese Shell
Head of Production :
Marcia Wigley
Post Production & VFX :
Bacon X
Colorist :
Hannibal Lang
COO & Executive Producer :
Eliana Carranza-Pitcher
Head of Production :
Cilie Kragegaard
VFX Producer :
Doireann de Buitlear
VFX Supervisor :
Morten Vinther
Senior Compositor :
Mikkel Hansen
Compositor :
Kai Hauswirth
Compositor :
Marco Baratto
Compositor :
Oliver Woozy
Flame Artist :
Marina Henzel
Executive Producer :
Gregers Maersk Moeller
Sound Designer :
Adrian Aurelius
Audio Engineer :
Philip Flindt
Music Supervisor :
Sunny Kapoor
Music Supervisor :
Marc Algranti
Stills Retouching :
John Ciambriello

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