Kraft recently aired new commercials featuring kids who get their macaroni and cheese “stolen” by their parents. One of these commercials even offers kids an insurance policy called, MacSurance, to insure them against loss of the delicious food by a parent.
In this commercial, the MacSurance guy states, “Chances are you’ve probably had your Kraft Macaroni & Cheese stolen. Who can blame you, for trusting those closest to you.” Then the dad takes a bite off the kid’s plate.
Now, I’m an avid Kraft Macaroni & Cheese eater, and not being a kid anymore, I was slightly offended by these commercials. When I watched them for the first time, I felt as if they were saying that it is only for kids and that I shouldn’t be eating it. I was furious with them for airing a commercial that told everyone adults shouldn’t be eating Macaroni & Cheese! But leave it to Kraft; they end the commercial with an amazing shot of their macaroni and cheese, when it’s right off the stove and pouring onto a plate with all its cheesy goodness, and before I knew it I was making a box for myself.
After I proved Kraft wrong (by eating the whole box of Mac & Cheese) I allowed myself to watch these commercials again and found that they actually appeal to many audiences. This is a good one, too:
This time around, I realized the commercials show adults wanting Kraft Macaroni & Cheese. So much, in fact, that they will steal it from their children. That means I’m not the only adult with a love for the blue box! And years ago as a kid I would have had a good night’s sleep thinking my Mac & Cheese would be safe if I got MacSurance or had police protection. Even if you don’t fit into either of those audiences, you will still get a good laugh out of these commercials.
Being able to appeal to multiple audiences in one advertisement is a tricky task. If I hadn’t watched these commercials again, Kraft could have possibly angered a very loyal customer, all because of how I interpreted what is supposed to be a humorous commercial. When in doubt about an ad, think about all possible interpretations before making a snap judgement.
It’s important to remember that your advertisements can be interpreted many different ways, even by the same person.
Have you ever had a similar experience? Are there any commercials you hated at first but now find yourself enjoying?