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 Jaques Tati’s delightful film, Playtime (1967), which revels in joy and play. At one point, a roundabout of cars is transformed into an elaborate carnival. It is an ordinary scene made extraordinary by people who seek out moments of joyful indulgence. Using that 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.
References traced by me.
