Kraft's Super Bowl ad is deviating from the commonly used tropes to offer a heartwarming ad spot that highlights the real American families that are loyal to the brand.
Families can upload their home videos on Twitter and Instagram using the #FamilyGreatly and #KraftEntry hashtags. In order to be considered for the contest, these uploads must occur between the hours of 6:00pm and 8:30pm on Super Bowl Sunday, as the ad will be patched together in real time.
According to Anne Field, Kraft's director of brand building, “We want to see a broad array of all the ways people ‘family’ on game day. We’re giving the stage to real families. You could be in it. No matter who you are. No matter how you ‘family.'”
Kraft's Super Bowl Ad Will Feature Real American Families
Ellen Smith — January 29, 2018 — Marketing
References: familygreatly & adweek