For the latest evolution of La Dolce Velveeta, Velveeta and agency Johannes Leonardo collaborated with director Andreas Nilsson and editor Jonnie Scarlet in a campaign that features three characters enjoying Velveeta when and however they please.
In 2021, America was reintroduced to Velveeta by way of its first-ever dramatic rebrand in over 100 years. The brand was reestablished not only as a product, but as a lifestyle centered around enjoying life’s greatest pleasures: La Dolce Velveeta (LDV). LDV embraces what the brand really stands for: unapologetic, big, bold, supremely creamy, and relentlessly original. In 2022, the brand set out to give fans real life examples of how to live LDV and that came to life through Velveeta Pinkies Out nail polish, Velveeta Veltini and the Velveeta Foodie Call—but this year it’s all about the attitude behind the lifestyle and that’s exactly what the newest campaign for La Dolce Velveeta embodies.
The 3x longform films with cutdowns will be running across TV, OLV and social. There will also be high visibility placements at launch in Times Square and on the Las Vegas Strip.
Brand: Velveeta
VP - Head of Strategy and Development: Jessica Vultaggio
VP - Head of NA Brand Communications: Nina Patel
Head of North American Brand Comms - Oscar Mayer, Philadelphia, Velveeta, Kraft Singles, Just Crack An Egg: Anne Field
Director of External Communications & PR, North American Brands: Jenna Thornton
Senior Brand Manager, Brand Comms: Kelsey Rice
Manager, NA Brand PR & Media Relations: Kate Mitchell
Agency: Johannes Leonardo
Founder: Jan Jacobs
Founder: Leo Premutico
Chief Creative Officer: Julia Neumann
Creative Director: Mathew Jerrett
Creative Lead: Andrew Chin
Creative Lead: Lannie Hartley
Group Strategy Director: Emily Garvey
Communications Strategy Director: Annie Yuan
Senior Communications Strategist: Cameren Moncrieffe
Strategist: Andrew Grant
Connor Keeshan: Integrated Business Lead
Jack Beck: Account Director
Allie Graham: Account Supervisor
Brett Fisher: Group Executive Producer
Jake Herman: Senior Producer, Film
Alesa Blanchard-Nelson: Director, Business Affairs
Joe Bringuier: Senior Business Affairs Manager
Graziella Bullaro: Senior Project Manager
Production Company: Biscuit
Director: Andreas Nilsson
Cinematographer: Peter Deming
Partner / Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Head of Production: Sean Moody
Production Services: The Lift
CEO: Avelino Rodríguez
Executive Producer: Pablo Chozas
Line Producer: Cristina Barres
Editorial Company: Cut+Run/The Quarry
Editor: Jonnie Scarlet
Assistant Editor: Chrissy Doughty
Managing Partner: Lauren Hertzberg
Executive Producer: Ellese Shell
Head of Production: Marcia Wigley
Post Company: BaconX
Colorist: Hannibal Lang
COO & Executive Producer: Eliana Carranza-Pitcher
Head of Production: Cilie Kragegaard
VFX Producer: Doireann de Buitléar
VFX Supervisor: Morten Vinther
Senior Compositor: Mikkel Hansen
Compositor: Kai Hauswirth
Compositor: Marco Baratto
Compositor: Oliver Woozy
Flame Artist: Marina Henzel
Music + Audio:
Executive Producer: Gregers Maersk Moller
Sound Designer: Adrian Aurelius
Audio Engineer: Philip Flindt
Music Supervisor: Sunny Kapoor
Music Supervisor: Marc Algranti
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I'm not impressed at all pleased with the new advertising, nor am I impressed with the new direction Velveeta has taken. I dislike the new commercials. The commercials are little more than a bunch of weirdos eating a bowl of Velveeta mac & cheese. It's hard to imagine that's the message a brand wants to send to their consumers.. Our product is eaten by weirdos all around the globe. Buy our product & you'll fit in with the people you see in our ads! No, thank you!
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PermalinkI love the music choices. Excellent soundtracks.
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