As you might have deduced, I detest ads that are confusing, boring and afraid to tell you the name of the brand being advertised. I also detest food advertising that doesn’t attempt to make your mouth water. Refreshingly, this TV campaign from Cheez-It commits none of these sins; the ads are simple, entertaining and appetizing, and the Cheez-It brand is all over the place. I especially like the fact that, unlike the typical light beer commercial, the humor isn’t gratuitous; it revolves around the product’s primary benefit–its big cheese taste.
As an extra bonus, this campaign doesn’t waste money on distracting big-budget special effects. In fact, I wouldn’t be surprised if they produced five or six commercials in a single shoot.
There aren’t many in the team picture of campaigns that are able to find a simple, entertaining way to communicate both why the product is special and what the brand is. But when they snap the photo, I hope the photographer tells everyone, “Say Cheez-It!”