New KRAFT Macaroni & Cheese TV Commercial: "Pawn Shop"

[BricktownBubba]

I can't wait for the next ad campaign; kid talks to a mobster because his parents spank him.

[Americanpawn23602]

Kraft. A cooperate giant can do whatever they want. The pawn shop industry helps millions people each day with fast personal loans. Each person has their own set of problems. The misinformed in the advertising dept of Kraft are very closed minded. They never stopped and think about getting more info about pawn shops. Only 1% of the stolen property comes into a pawn shop and it is illegal to make a transaction with a minor. Take it off the air! There is nothing funny about stolen property.

[watchgeek64]

This commercial is just flat out AWESOME!!!!!!!!!!

Best commercial ever!

[SteampunkDoll1991]

I find this video to be completely disgusting. Honestly it is advocating children stealing as being worth it because kraft mac and cheese is just that good. This is wrong and it sends a bad image. I refuse to buy Kraft anymore until they choose to stop airing this horrible commercial

[Dawifey2007]

I'm extremely offended by your Pawn Shop commercial, you are also encouraging a view of Pawn Shops that isn't real. For those whom have never been to a Pawn Shop, after having seen this commercial you may dissuade them from ever coming.

We never knowingly accept stolen merchandise. We don't purchase products from minor children without adult consent. Stores are not poorly lit with men suggestively asking minors to "acquire" additional items for purchase. You're also encouraging theft in kids.

[ev0rmast0rmind]

Everyone saying it is bad advertising either have horrible senses of humor. Or are bad parents. Good job.

[ricanspider]

You guys really need to grow up and realize it's just a commercial. Do you guys really have nothing better to do than to bash a funny commercial? People don't have to be politically correct 100% of the time.

[sexymarra69]

c'mon kraft i know you guys can do better.

[MaryJackson99]

Distasteful just like Kraft Mac & Cheese. This stuff steals kids health.

[Tongaloca]

Pawn Shops are nothing like the advertising that represent the video kraft come on you can come out with something better than that.

[debbie411411]

This is just so wrong on so many levels.

[Rayfstralia]

Lighten up, folks... advertising usually uses points of ill-logic to sell things because they want you to do the very thing y'all are doing... to KEEP TALKING ABOUT IT. Been that way for years... all "stupid commercials" are effective because they keep people talking about them, and then you tell your friends to look at how "stupid" it is, and then it spreads. It doesn't matter whether this was mac&cheese or pork&beans... the point is that the word KRAFT stays in your head... its genius!

[bumm1963]

I love this one the best so far.keep it up kraft.

[ProcessTube]

Live in fear people. Live in fear. Just one exposure to a hilarious commercial like this and you can KNOW your kids are only days away from prison time. There's just no way for those helpless, impressionable kids of yours to stay clean after seeing even one commercial with such a terrible message. Be honest, how many of you bubble-wrap and blindfold your kids for their protection from sin like this funny commercial?

[yesi23ktc]

this commercial is totally wrong and inapropiate please remove.

[stephenwaynefarmer]

This commercial represents nothing of how the pawnbroker industry operates. Kraft is taking a jab at the industry's livelyhood in order to make an attempt at humor. As if Kraft doesn't sell enough mac-n-cheese already. Not cool, Kraft.

[TheRicosuave1972]

I started in the pawn industry in 1991. When I started it was evident that people had a distorted view of how pawnshops were. The stigma was that pawnshops were merely "fence shops"-places where a thief could sell his stolen items to a fully aware "pawnbroker". That is absolutely not the case. The reality shows about pawnshops are finally bringing about positive images of the industry. This commercial negates that and much more. Thank you in advance Kraft. IDIOTS!!!!

[dididuit]

You wanna see a real cheese character in action.

Search big cheese cartoons or dididuit and Cheddar ON...

[nessasunshine17]

I worked at a pawn shop and never in my 3 years did we ever accept stolen merchandise especially from minors with no valid id

[jeff10361]

Really??? My kid will never eat your product again!

[hastyberford]

That dad is creepy anyway. Poor form.

[gman051978]

I am disappointed that you bought into the negative image of pawnshops portrayed in outdated media and then used such an inaccurate depiction of them in your macaroni and cheese commercial. Kids can’t pawn anything! Pawnshops don’t knowingly take stolen merchandise!

[jacobmalish]

This commercial is a total stereotype of Pawn shops. Too bad Craft has to paint another industry in bad light to enhance the image of their own business.

[hopjeremy]

Lighten up people. Seriously, this is suppose to be a funny commercial.

[redmustang03]

Looks like Ted's still doing fine with these commercials. As long i don't hear him the news for bad things then I'm perfectly fine listening to his awesome voice.

[strongcalmsane]

Teaching children that it's funny to steal things is wrong. Not funny Kraft foods. You can do better I believe.



[snobahr]

Well shot. Good cinematography. The charitable might suggest that the broker's exclamation at the end is an expression of frustration for being unable to go into a contract of loan or sale with a minor for the items the girl brought in. The Common Clay, however, will see it as Crooked Pawn Broker situation. Shame on Kraft for putting their name on it, and shame on the ad agency that thought this was a good idea.

[lindaldrake]

Inappropriate. Sends a bad message about dads, kids, pawn shops and Kraft.

[Salinwa]

bad advertising ~ really bad

[LittleYouDude]

Cute but a poor depiction of most modern day pawn shops. This commercial presents a poor image of an industry that strives to serve it's community and customers. I believe a little more research would serve your company well.

[n1663r]

white trash dinner....

[JRTyler2007]

I would like to say this is totally wrong in regards to how Pawn Shops do business. First off, a Pawn Shop would not do any dealings with a minor child, Second, Pawn Shops work hand in hand with local law enforcement to prevent any dealings with stolen merchandise and Third, A Pawnbroker would not promote theft of any kind to any customer in any type situation. You should revaluate your thinking on this and remove the commercial from all types of airplay and send out a Formal apology

[JRTyler2007]

I would like to say this is totally wrong in regards to how Pawn Shops do business. First off, a Pawn Shop would not do any dealings with a minor child, Second, Pawn Shops work hand in hand with

[LittleYouDude]

Cute but a poor depiction of most modern day pawn shops. This commercial presents a poor image of an industry that strives to serve it's community and customers. I believe a little more research would serve your company well.

[permatroll]

I have boycotted Kraft 'macncheese' products.

[144FamilyFun]

Why you picking on pawn brokers? Not cool.

[evilkenevil34]

I think the idea for this commercial was simple but very funny. The sleaze bag dad with the wink was good but the reaction from the pawn shop employee was priceless!

[G7flat5]

I am going to quit buying Kraft products and sell my shares of Kraft stock. They are in the dark ages with this commercial. Pawn shops are not like this, I wonder if Kraft thinks women should even vote? The pawn industry is one of the most regulated industries and this commercial depicts an antiquated presumed view. I bet the guy who wrote/produced composed this commercial has never even been in a pawnshop.

[crzylemur1]

I completley agree with Isearite, this is in very bad taste Kraft. I've done business with pawn shops for years and know several owners of pawn shops; they work with local law enforcment to make sure that they don't take in stolen merchandise.

[beefordt]

Kraft, I am surprised you based your commercial on a myth or at a minimum, an isolated event. Pawnshops are actually the worst place to try and get money for stolen merchandise. The great majority of all Pawnshops are highly regulated and as an industry, they work closely with local/federal law enforcement. In fact, less than 1 percent of merchandise is identified as stolen. I am disappointed in your lack of research and blatant misrepresentation of the Pawn industry.

[marcusshadeh]

I am also extremely offended by the Kraft Macaroni & Cheese Dinner “Pawn Shop” TV commercial, which depicts a young child seemingly selling items that are apparently stolen from her parents to a pawnbroker.

I am personally and professionally outraged by Kraft’s inappropriate characterization of a pawnbroker. The stereotypes depicted in the commercial are dated, incorrect, slanderous and convey a deep and laughable misunderstanding of the current pawn industry

[lvcoinguy]

What a totally disgusting commercial. As a professional pawn broker, I find it very offensive that you would compare stolen items with our industry. We have worked hard to change the hollywood image that is so wrong, and you are trying to regain this misconception. Maybe YOUR customers would steal food from the mouths of their children, but mine don't.  You think I will buy any of your products now??? Not a chance.

[dollarpawn]

I left a comment about 12 hours ago that was reasonable, factual and straight forward about the pawn industry, which this commercial IS NOT. Obviously it didn't clear the censors or the money Kraft pays YouTube.

[jstone3bdp7]

As a Pawnbroker I LIKE THIS VERY MUCH. Funny and not so realistic. Kraft is upbeat.

[kfarson]

I think the next commercial should be from pawn shops that says if you bring your gold to a pawn shop you can get as fat with cash as you would get fat from eating Kraft Macaroni & Cheese. How ignorant can a company be?

[dobbin2129]

How do you equate a family loved staple, like mac & cheese, with stealing?Personally, a commercial that is aimed at children should never encourage stealing. The last time I checked, Pawn shops provide a vital financial option that helps their communities & have close working relations with the police. The only "price to pay" is the negative impression that Kraft has portrayed about the Pawn Industry. So sad that they had to bring another down& encourage theft, just to make themselves look good

[SuperFoodsnob]

I've worked in a pawn shop of over a year now and this isn't a fair representation of my industry. We have worked hard over the years to educate the public about the real personna of the pawn shop. Shows such as Pawn Stars has helped tremedously to up our image, however, if you continue to denegrate us as you have in this commercial then we will continue to struggle against the negative sterotypes such as portrayed on this commercial. Please consider pulling this ad.

[peterpawn2000]

As a pawnbroker, I am offended by this slanderous depiction of the industry. Pawnshops are well run, highly regulated businesses that work closely with law enforcement. Most shops look like fine jewelry stores. Depicting a pawnbroker encouraging theft from a child is offensive to me, my employees and my customers. The pawn industry doesn't resemble this old stereotype in the least. Pawnshops have a lot to offer and don't deserve this type of PR.

[HEYROLLTIDE87]

THIS IS THE WORST DISPLAY AND IMAGE OF A PAWN BROKER. OUR NAME IS ALREADY RAN DOWN THANKS KRAFT....LOVE PAWN MAN PC FL

[lsearite]

I like the humor behind this commercial it could be funny but come on Kraft, did you have to use a legit business to put the heat on. Besides none of the pawn shops I've ever been in looked or did business like that. There was an old movie once that had a grumpy old pawnbroker in it and he wasn't even this bad. Shame on you, you can do a lot better.

[presidentialpawn]

Remove this insult from the You Tube!!! It shows a total ignorance for the pawn industry. You are openly claiming we deal with stolen property which is a slender and you even involve a child in this gross misrepresentation. I'm sure you will have a law suit pending very quickly. There are millions of pawnbrokers in the country , rest assure you will lose thousands of dollars of busines on the account of this pitiful video. I won't buy your products unless you clean up your act just as we did.

[pawnshopsnet]

Kraft, your ad agency should be fired for this commercial depicting a young lady stealing her fathers golf clubs and watch and taking them to a pawn shop where you think she can just walk in and sell them. Not only is she underage she admits that they are STOLEN! I am a pawnbroker and I am extremely offended by the way you portray my industry to my customers, my family and friends. For 22 years I have worked hard to dispel these types of portrayals, and I cannot tell you how disappointed I am!

[dollarpawn]

Pawnbrokers are licensed & regulated at the federal, state & local levels. Someone at Kraft has been watching too many old, grade B movies that negatively depict the pawn industry and obviously has not visited a modern day store. Millions of unbanked & underbanked consumers use pawn stores daily to meet short term cash needs with a non-recourse pawn loan on their personal property. A pawnbroker would NEVER do business with a child and this commercial is an insult to consumers & pawnbrokers.

[recoveringdrummer86]

This "You know you love it" campaign is slandering the entire pawn industry. Pawn shops don't want stolen goods, especially from kids. They are a legitimate business in which people who need money until payday come to get loans on their valuables. A pawn shop is a collateral loan , not a stolen goods buyer. This commercial should be taken off the air and whichever execs at kraft who decided this commercial is'nt offensive should get their heads examined.

[Jasonspero]

As a pawnbroker for many years, I find this offensive. It paints what we do in a horrible light that it not true.. You must me 18 With a valid ID. And we do not accept stolen items......

[diamonds4u21]

This commercial is offensive, deplorable and wrong in so many ways. I demand Kraft remove this ad immediately from all mediums. I will not buy any kraft food products at all. I am posting this same displeasure on Twitter, Facebook and Kraft's email address.

[ttblaine]

For years many NPA members have worked very hard at both the local and national levels to educate communities, law enforcement and Congressional about the services that pawnbrokers provide to consumers every day. We have come too far in this journey and made much progress for the pawn industry that we can not stand on the sidelines, remain silent and just "let this go"!

[3clickmedia]

I am extremely offended by the Kraft Macaroni & Cheese Dinner “Pawn Shop” TV commercial, which depicts a young child seemingly selling items that are apparently stolen from her parents to a pawnbroker.

I am personally and professionally outraged by Kraft’s inappropriate characterization of a pawnbroker. The stereotypes depicted in the commercial are dated, incorrect, slanderous and convey a deep and laughable misunderstanding of the current pawn industry.

[willeyworks]

I must say, shame on you craft. Way to feed one of the worst stigma and stereotypes around.

[MissTKnox1]

Get out of the mid 1900's Kraft. People are having to get loans JUST to buy food. Do you really think that they can get a $20 loan at their BANK to buy your product?

[picofday]

Always beating up the Pawn stores ... Times are a changin' my friends - Pawning and shopping for hidden trreasures at 2nd hand retail is actually fun AND cool! Get with it KRAFT! Your ad is CHEESY!

[zeake13]

Thanks for making pawnbrokers look bad. No more kraft products for me.

[BlueSquidProductions]

Not really sure how I feel about this campaign. It's funny, and all, but is this the kind of message we want our kids seeing?