100 Days of Leo Burnett, the Midwestern Master of Mascots DAY 66

Here’s today’s Leo:

Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.” — Leo Burnett

Here’s a really surprising ad from Kraft Macaroni & Cheese — surprising in that it is so *fun*, which quite frankly I’m not so used to seeing from large multinational corporations. It’s a really *authentic* take on being a mom, just in time for Mother’s Day.

According to Kraft, seventy-four percent of moms admit to swearing in front of their kids. They enlisted mother, author, and swearing expert, Melissa Mohr, Ph.D., to suggest some kid-friendly alterna-swears for moms everywhere to make things right. And if they don’t make things right … well, there’s always Mac & Cheese.

From AdWeek:

Kraft Macaroni & Cheese, a brand that prides itself on being there for moms and families when they need it most, has a clever new campaign that celebrates these moms leading up to Mother’s Day. The brand partnered with Melissa Mohr, author of Holy Sh*t: A Brief History of Swearing, for its new spot from CP+B in Boulder.  The thinking behind the ad is that Mohr can provide moms with non-explicit alternatives to swear words.

The latest work follows the “Make It Right” campaign the brand launched earlier in the year. “It was launched all around the insight of celebration of perfectly imperfect parenting,” Rachel Drof, marketing director for Kraft Macaroni & Cheese, said.

“The reality is that millennial parents today really don’t believe that there is such a thing as perfect parenting, and they are the first to admit it. As we built on that, the role that Kraft Mac and Cheese plays in that is it’s the one thing that no matter what, we can deliver a win for parents because it’s the taste kids love, and we can make it right,” Drof added.

Kraft Mac and Cheese’s independent survey of 1,000 millennial parents found that 74 percent of moms have dropped an f-bomb in front of their kids. Moms even admit to swearing more than dads (or perhaps moms just admit doing it more than dads).

“We thought, ‘What better way to celebrate mom on Mother’s Day than celebrating the perfectly imperfect side of motherhood and give mom a set of tools on this day?’” Drof said.

Not only did Kraft create the silly film for Mother’s Day, it also made a set of so-called “fail-canceling earplugs” for kids to use when Mom is feeling a little overwhelmed and calling someone a “flipping goose-nugget” just won’t cut it. They’re available online for a limited time at swearlikeamother.com. Kraft Mac and Cheese is also launching a set of limited-edition Mother’s Day cards.

Check it out — it’s near-perfect advertising:

Client: Kraft Macaroni & Cheese
Campaign Title: Make It Right
Execution Title: Swear Like a Mother
Agency: CP+B, Boulder
VP/Chief Creative Officer: Ralph Watson
VP/Executive Creative Director: Adam Chasnow
VP/Creative Director, Art Director: Dave Steinke
VP/Creative Director, Copywriter: Peter Knierim
Senior Integrated Producer: Annie Turlay
Production Company & City: Hungry Man, NYC
Director: Hank Perlman
Director of Photography: Mott Hupfel
EP/Managing Partner (Production Co): Kevin Byrne
EP/Director of Sales (Production Co): Dan Duffy
Line Producer/Head of Production (Production Co): Julie Kopitsky
Editorial Company & City: 11 Dollar Bill, Boulder
Editor: Jess Weber
Colorist: Clark Jackson
Graphics/Compositor: Christian Robins
Producer: Lisa Effress
Mix & Sound Design Company & City: Soundspace, CO, Boulder
Sound Design & Audio Engineer: Matthew Polis
VP/Managing Director: Devin Reiter
Group Account Director: Rob Hofferman
Content Supervisor: Anne Crosby
Content Manager: Ashley Huehnerfuss
VP/Group Strategy Director: Kaylin Goldstein
Associate Planning Director: Dominic Hanley
Senior Business Affairs Manager: Joanna Lee
Project Manager: Laura Crow
Agency: Alison Brod Marketing + Communications
Agency: Starcom

#madmen #advertising @LeoBurnett #LeoBurnett #Kraft #Mac&Cheese

Continue to Day 67