Sneakiness, Theft, and Deceit... Things People Are Willing to do for Mac & Cheese

New CP&B Spot Shows The Terrible Things People Will Do for Carbs

Published On
Jan 30, 2014

Editor's Pick

Who doesn't love Kraft's Macaroni and Cheese? The brand we all remember growing up with has launched a funny commercial highlighting the lengths people will go to in order to get their hands on the gooey, creamy and cheesy grub.

The spot, directed by Hank Perlman of Hungry Man LA features scenes showing people doing the worst things ever -- from a tall grocery shopper grabbing a box from the top shelf for a lady, but taking it for himself to a mom who helps herself to a bite while doing dishes.

What I did for Love," originally written by Marvin Hamlisch and Edward Kleban in 1975, provides the soundtrack. CP&B is the agency.


Jan 30, 2014
Brand :
Kraft Mac & Cheese
Client :
Kraft Mac & Cheese
Agency :
Vice President/Executive Creative Director :
Adam Chasnow
Creative Director :
Michael Raso
Associate Creative Director/Writer :
Paul Sincoff
Associate Creative Director, Art Director :
Kyle Jones
Vice President, Director, Video Production :
Chad Hoppenwasser
Senior Integrated Producer :
Katie Porter
Junior Integrated Producer :
Alina Moeller
Production Company :
Hungry Man - LA
Director :
Hank Perlman
Director, Photography :
John Lindley
Line Producer, Production :
Caleb Dewart
Executive Producer of Production :
Kevin Byrne
Executive Producer of Production :
Dan Duffy
Executive Producer of Production :
Mino Jarjoura
Executive Producer of Production :
Nancy Hacohen
Editorial Company :
The Now Corporation, NY
Editor :
Jesse Reisner
Assistant Editor :
Renn Cheadle
Editorial Executive Producer :
Nancy Finn
Post Production Company :
Method, Santa Monica , CA
Lead Compositor :
Kelley Bumbarger
Executive Producer :
Robert Owens
Post Producer :
Ananda Reavis
Graphics and Animation :
Buck LA
Mix Company :
Lime Studios, Santa Monica, CA
Audio Engineer :
Mark Meyuhas
Audio Engineer Assistant :
Matt Miller
Mix :
Kelli Espinoza
Music Company :
JSM New York
Arranger :
Joel Simon
Arranger :
Doug Katsaro
Creative Director/Exec. Music Producer :
Joel Simon
Music Executive Producer :
Joel Simon
Agency Executive Music Producer :
Bill Meadows
Agency Executive Music Producer :
Jorge Ivan Vargas Perez
Telecine Company :
Company 3, Los Angeles
Colorist :
Stefan Sonnenfeld
Content Supervisor :
Audyn O'Rourke
Associate Planning Director :
Kaylin Goldstein
Cognitive Anthropologist :
Jenifer Murray
Business Afairs :
Nancy Espinal
Traffic Manager :
Gabrielle Granados

Need a credit fix? Contact the Creativity Editors

Project Type