Via adweek.com:

Brands are getting major Star Wars fever ahead of the December release of The Force Awakens. But none has gone for sheer volume quite like Kraft, which breaks a new ad Monday featuring what the marketer says is the largest Star Wars memorabilia collection ever seen in a TV commercial.

The spot, from Crispin Porter + Bogusky, is a nice way to illustrate what’s being sold here: Special boxes of Kraft Macaroni & Cheese (with Star Wars-shaped pasta) that feature character portraits of Yoda, Darth Vader, R2-D2 and C-3PO. The boxes are being positioned as collectibles themselves—an assertion that’s slightly more credible since individual boxes show only half a face, meaning you need at least two boxes to make a full face.

Check out a product shot here:

For the commercial, then, Kraft and CP+B gathered somewhat more rare Star Wars collectibles. To do so, they went to a good source—Rancho Obi-Wan, the California nonprofit that has the Guinness-Record-certified largest private Star Wars collection in the world. Rancho Obi-Wan provided more than 750 pieces of memorabilia for the shoot.
The plot of the ad is cute enough. It features a dad who ostensibly owns the collection showing off the “toys” to his son, who can’t understand why he can’t play with them.

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