Thanks to Andreas Nilsson, Velveeta's 'La Dolce' Campaign Got Subtly Cheesier

Swedish director Andreas Nilsson—that master of commercial absurdity who gave us Volvo’s “Epic Split”—goes behind the camera for the latest entries in Kraft Heinz’s “La Dolce Velveeta.”

Developed with Johannes Leonardo, the campaign debuted in 2021, offering Fellini-esque shorts saturated with broad cheesy humor. Now, Velveeta spoons up a fresh helping of funny fare that we enjoyed more than the originals. That stuff leaned on the gloppy, silly side. (Which, of course, seems entirely on brand.) While the new work isn’t radically different, it drips with subtlety more suited to our taste.

First, we learn the identity of a chill dude’s companion on a cross-country drive:

Surprise, it’s nachos (and no stained upholstery). That might be the best ad we’ve seen in years where basically nothing happens. We couldn’t look away. Well played, processed-cheese-product people!

Next, a similarly paced entry with another low-key, satisfying reveal that stands up to repeat viewings:

That boot’s just too darn kickin’.

Finally, a woman enjoys some product as folks pass her on either side…

…and that’s it! That’s all that happens. No explosions. Or screaming. Or frantic dancing. Or chases. Or cheese flying left and right. Yet, it’s compelling and somehow almost subversive.

Less = more in all three spots, mini-feasts of fun that amuse without getting predictably sloppy-gloppy.

“Velveeta people are different,” says JL creative lead Lannie Hartley. “They don’t care what people think about what they enjoy. They just enjoy it. There’s an inherent confidence there that’s worth acknowledging. So this year was all about shining a light on that signature bit of attitude and cool that embodies those who live ‘La Dolce Velveeta.'”

To give the new work a fresh flavor, “We spent a lot of time and effort, going through lots of selections to find just the right people—the ones who didn’t have to fake it, but just showed up and owned the room with nothing more than a spoonful of Velveeta,” Hartley says.

“When it came to filming ‘Breeze,’ we got to travel a few hours outside Mexico City into the desert in the true middle of nowhere,” he recalls. “We did rehearsal after rehearsal, and when it came time for that perfect golden-hour lighting‚ we had 30 minutes to get our film. The take on screen is the last take of the day.”

CREDITS

KRAFT HEINZ
Jessica Vultaggio: VP – Head of Strategy and Development
Nina Patel: VP – Head of NA Brand Communications
Anne Field: Head of North American Brand Comms – Oscar Mayer, Philadelphia, Velveeta, Kraft Singles, Just Crack An Egg
Jenna Thornton: Director of External Communications & PR, North American Brands
Kelsey Rice: Senior Brand Manager, Brand Comms
Kate Mitchell: Manager, NA Brand PR & Media Relations
             
JOHANNES LEONARDO
Jan Jacobs: Founder
Leo Premutico: Founder
Julia Neumann: Chief Creative Officer
Mathew Jerrett: Creative Director
Andrew Chin: Creative Lead
Lannie Hartley: Creative Lead
Emily Garvey: Group Strategy Director
Annie Yuan: Communications Strategy Director
Cameren Moncrieffe: Senior Communications Strategist
Andrew Grant: Strategist
Connor Keeshan: Integrated Business Lead
Jack Beck: Account Director
Allie Graham: Account Supervisor
Brett Fisher: Group Executive Producer
Jake Herman: Senior Producer, Film
Alesa Blanchard-Nelson: Director, Business Affairs
Joe Bringuier: Senior Business Affairs Manager
Graziella Bullaro: Senior Project Manager
Nana-Saa Kessie Public Relations Associate
             
ALISON BROD MARKETING + COMMUNICATIONS
[Public Relations/External Communications]
Brooke Scher Mogan: Executive Vice President
Adrianna Lauricella: Vice President
Erika Berg: Account Director
Sarah Pressler: Account Supervisor
Whitney Woodard: Account Executive
Jessica Fineman: Junior Account Executive

PRODUCTION / BISCUIT
Andreas Nilsson: Director
Shawn Lacy: Partner / Managing Director
Holly Vega: Executive Producer
Sean Moody: Head of Production
Jay Veal: UPM
Nash Cubero: Bidding Producer
             
LOCAL SERVICE – THE LIFT
Avelino Rodríguez: CEO
Pablo Chozas: Executive Producer
Cristina Barres: Line Producer
             
CINEMATOGRAPHY & PHOTOGRAPHY
Peter Deming, ASC: Cinematographer
Julieta Horak: Photographer
             
FOOD, WARDROBE & PRODUCTION STYLING
Brock Houghton: Production Designer
Bea M. Nogueira: Food Stylist
Paola Alfaro: Wardrobe Stylist
             
EDITORIAL / CUT & RUN / THE QUARRY
Jonnie Scarlet: Editor
Chrissy Doughty: Assistant Editor
Lauren Hertzberg: Managing Partner
Ellese Shell: Executive Producer
Marcia Wigley: Head of Production
             
POST PRODUCTION & VFX / BACONX
Hannibal Lang: Colorist
Eliana Carranza-Pitcher: COO & Executive Producer
Cilie Kragegaard : Head of Production
Doireann de Buitléar: VFX Producer
Morten Vinther: VFX Supervisor
Mikkel Hansen: Senior Compositor
Kai Hauswirth: Compositor
Marco Baratto: Compositor
Oliver Woozy: Compositor
Marina Henzel: Flame Artist
             
MUSIC & AUDIO
Gregers Maersk Moller: Executive Producer
Adrian Aurelius: Sound Designer
Philip Flindt: Audio Engineer
Sunny Kapoor: Music Supervisor
Marc Algranti: Music Supervisor
             
RETOUCHING
John Ciambriello: Stills Retoucher