Love these new Kraft Mac N’ Cheese spots by Crispin Porter & Bogusky mainly because they don’t show happy kids enjoying their Mac N’ Cheese as usual, however they show how pissed they get when someone else, A.K.A. their parents, are enjoying it in spite of them. The kid above for example, had a “minor table infraction” which cost him a few moments away from the dinner table, leaving him helpless against guarding his Mac N’ Cheese from his father who is obviously oblivious to the sanctity of the meal. These spots definitely seem to target adults more so or possibly kids with elevated IQs where it seems their previous spots tend to talk to kids or meet halfway. They really send the message as to how much kids really appreciate their Mac N’ Cheese and how parents need to recognize.