Kraft's Mac & Cheese is extending
its "Best Thing Ever" platform at the Super Bowl in a novel way.
Actor/comedian John Mulaney responds to each game advertiser with custom video and static content created in real
time on social. The SB inventory includes one spot during the pre-game airing between 12-12:30 p.m. and 4-4:30 p.m. ET — teasers of what's coming on NBC, Peacock and Telemundo. Mac & Cheese will respond to each ad by releasing 20 new
video spots within the "Best Thing Ever" theme. Also, 20 new static ads will go, filled with ad-hoc social content.
Rethink is doing the creative.
That includes premium placements
on X that run before NFL clips released on game day. The brand's pre-game spot runs on the NFL Portable during the second quarter and halftime. X users can access this hub via a placement at the
top of their For You Page, sponsored by Kraft Mac & Cheese. It provides real-time content during the game.
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Post-game there is paid amplification behind video and static placements through
Feb. 10. Since YouTube records a big spike in Monday, Feb. 9 traffic, the brand will also have a masthead on the homepage as fans search for commercials.