MIDDLE OF THE ROAD by J. Walter Thompson Toronto, Pirate Radio & Television for Cheez Whiz

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MIDDLE OF THE ROAD

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Industry Grocery and Other foods
Media Radio
Market Canada
Agency J. Walter Thompson Toronto
Executive Creative Director Paul Wales, Martin Shewchuk
Agency Pirate Radio & Television
Account Supervisor Yasmine Saade
Released August 2010

Credits & Description

Category: Foods
Advertiser: KRAFT CANADA
Product/Service: CHEEZ WHIZ
Agency: JWT
Executive Creative Director: Martin Shewchuk/Paul Wales
Scriptwriter: Doug Maugham/Jed Churcher
Agency Producer: Ben Sharpe
Account Supervisor: Yasmine Saade
Production Company: PIRATE RADIO & TELEVISION, Toronto, CANADA
Other Credits: Account Director: Amy Letkemann; EVP/Managing Director: David Gibb
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: JWT , Toronto, CANADA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
ANN: The great thing about Cheez Whiz? It's about as regular as it gets. It's not aged or smoked or stinky or marbleised or even crumbled. No. It's a spreadable processed cheese product that comes in a jar. Enough said. But I’ve got about fifty more seconds to fill, so here goes: Cheez Whiz is no odd-ball weirdo elitist snooty cheese. This is a normal, non-offensive straight-shooter, 'let's get out of the fast lane, and back into the middle of the road' kind of cheese. If Cheez Whiz were a radio station, it'd play hits that are not too hard, and not too soft, because Cheez Whiz is like that station at work everyone can agree on. You don't need to know how many grams or ounces to order at the deli counter. You just go to the shelf and grab a jar. If you need more, get the big jar. Where's it from? I dunno. But I do know it's not French or Danish or Dutch, or from Holland or The Netherlands for that matter. So let's raise a jar to Cheez Whiz! SFX: Opening jar of Cheez Whiz ANN: The finest orange spreadable processed cheese product in a jar you can buy.

Brief Explanation
This campaign is all about honesty. For a spreadable processed cheese product in a jar, this was a decidedly different approach. Instead of talking about the benefits of calcium or stringing together a loose claim about being made with real cheese, this campaign spoke plainly and openly about the product. People love Cheez Whiz for what it is. So we took that and turned it into something worth celebrating.