Kraft, the food manufacturer, created its Super Bowl LII commercial by crowdsourcing content from families. The brand requested photos and videos of real families' Super Bowl Sunday moments and used them to create a 30-second spot that aired during the game's third quarter.
Since mid-December, Kraft had been promoting a "Family Greatly" message. The message was about real families discussing the idea that being great and fun an genuine is better than striving for perfection.
This was Kraft's first big-game commercial for the brand itself. The Kraft brand includes products such as Kraft Singles, cheese, macaroni and cheese, dressing, mayonnaise, and barbecue sauce. You know, regular family everyday foods.
Client: Kraft
Ad agency: Leo Burnett
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