This “La Dolce Velveeta” spec is a picturesque scene of cheesy, summery incandescence. Here, I am extending an established rebrand by adopting the voice. The concept of “La Dolce Velveeta” reminded me of Jacques Tati’s film, Playtime (1967), which revels in joy and amusement. At one point, a roundabout of cars is transformed into an elaborate carnival. Those who seek out joyful indulgence transform a mundane scene into something extraordinary. Using that moment as my inspiration, I focused on infusing every detail of this spot with Velveeta’s colors and products to market Velveeta both as a food product and a lifestyle brand associated with unbridled enjoyment.
I continued the campaign with social media captions referencing branded tie-ins from the TV spot. This voice reflects the #LaDolceVelveeta message, with a more casual tone for online followers.
References traced by me (apologies).
:30 Television Spot
