This week, Kraft Macaroni & Cheese brought 90s rapper Vanilla Ice into its marketing mix with an ad targeted to 90s-chicks-turned-moms and their kids. Next to “Ice, Ice Baby,” one of the musician’s best known phrases is “Go Ninja, Go Ninja, Go!” from his performance in the 1991 movie “Teenage Mutant Ninja Turtles II: The Secret of the Ooze.” A full 23 years later, Kraft has adeptly connected that ear worm to the launch of its Teenage Mutant Ninja Turtle-shaped Mac & Cheese.
At first, that might sound like an idea that was great in the agency’s kooky brainstorming session but could be hard to pull off in a 30-second spot. Props to all who made it happen: it really works, from Vanilla Ice’s grocery stock boy role to the mom who recognizes him and busts some sort of moves to the thoroughly mortified child watching the scene unfold in the aisle. Take a look:
For those who can’t get enough of Vanilla Ice in his turtle-green get-up, there’s even an incredibly well-done behind-the-scenes reel that satisfies hungry fans and educates those who simply can’t look away. What might you learn from the outtakes, you ask? Well…for one thing, Kraft launches a new Mac & Cheese shape every year. Another: the rapper has a full-on Teenage Mutant Ninja Turtle tattoo. Still want more? How about that his favorite Turtle is Raphael, because of the first three letters in the name. Even in the outtakes, Vanilla Ice proves fun to watch. He no longer takes himself too seriously, which offers just the right balance that Kraft is banking on.
The video just launched yesterday, but don’t be surprised if you suddenly start hearing people whispering “Go Ninja, Go Ninja, Go!” as they go about their daily business…or hashtagging their tweets with #GoNinjaGo. And just like that, two pop cultural icons have collided in a perfectly cheesy way.
~ @AdvertGirl ( Denise Blasevick, CEO, The S3 Agency )
