Kraft has recruited rapper Vanilla Ice to appear as a grocery store worker stocking shelves and rocking out to his own “Ninja Rap” in a new advertising campaign promoting Teenage Mutant Ninja Turtle Macaroni and Cheese products. Vanilla Ice gets a young mother singing and dancing along with him while her son, embarrassed to his core, grabs the product and walks away. Vanilla Ice (Rob Van Winkle) finishes the ad with his trademark “Word to your mother” line. The campaign will continue with online work with the #WordToYourMother meme. The brand’s most fervent Facebook & Twitter fans will be rewarded with Golden Autographs, limited edition boxes of Kraft TMNT Mac & Cheese that were props featured in the commercial and signed by Vanilla Ice himself.
The Go Ninja Go campaign was developed at Crispin Porter & Bogusky by executive creative director Adam Chasnow, creative director Michael Raso, senior copywriter Aaron Sanchez, art director Nick Scarlet, director of video production Chad Hopenwasser, senior integrated producer Katie Porter, junior integrated producer Alina Moeller, executive music producer Bill Meadows, music producer Jorge Ivan Vargas Perez, group account director Kate Frazier, account director Kevin Sypal, content supervisor Kelley Zwart, associate planning director Kaylin Goldstein, cognitive anthropologist Jenifer Murray, business affairs director Nancy Espinal and traffic manager Gabrielle Granados.
Filming was shot by director Hank Perlman via Hungry Man, LA, with director of photography John Lindley, line producer Caleb Dewart, executive producers Kevin Bryne, Dan Duffy, Mino Jarjoura and Nancy Hacohen
Editor was Owen Plotkin at The Now Corporation, New York, with assistant editor Renn Cheadle, executive producer Nancy Finn.
Post production was done at Method Studios, LA, by lead compositor Kelly Bumbarger, executive producer Robert Owens, post producer Ananda Reavis. Graphics and animation were produced at Buck LA. Colorist was Stefan Sonnenfeld at Company 3.
Sound was mixed at Lime Studios by audio engineer Mark Meyuhas, assistant engineer Matt Miller, producer Kelli Espinoza. “Ninja Rap” was composed by Floyd Brown and Robert Matthew Van Winkle and produced at JSM Music, New York, by arrangers Koki Saito, Joel Simon, executive producer Joel Simon.