Morning Update: Sorrell urges newspapers to use paywalls; Kraft’s Star Wars packed ad; Tributes to Razorfish CEO Tom Adamski
https://www.youtube.com/watch?v=7roF7YNzAgs
AdWeek: Kraft Got a Record Haul of Star Wars Memorabilia Into This Mac & Cheese Ad
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.
