Kraft's Super Bowl commercial was a heartwarming ad that featured real families as part of the brand's Family Greatly campaign. The ad was featured in the third quarter of the game and was a simple 30-second spot depicting adorable families and family moments. What sets this commercial apart is the way in which the photos were sourced and the real-time creation of the ad. To source the photos, Kraft began collecting photo and video submissions via Twitter and Instagram at 6AM EST and ended at 8:30PM. The photos and videos were then stitched together as the ad aired on national television.
This real and adorable commercial is another part of Kraft's larger Family Greatly campaign, which centers on the idea of imperfection. The ad is meant to celebrate parents' concerns about not being perfect, while showing how beautiful these moments of imperfection can be. The idea to use real families was done to connect better to viewers and further instills Kraft as a family-focused company.