Mommy Dearest.

I think commercials like this are nothing short of weird. Did the copywriter have abusive parent and is reliving a traumatic childhood experience at the expense of Kraft Foods? What other explanation for such a bizarre situation? Here we have a scenario in which children are having a swell time with their mother in a neat outdoor tent. One supposes they are planning to spend the night sleeping in the backyard. Then their parents scare them into fleeing for the safety of the house. Why? So they can eat the kid's Jello dessert which is worth about $1.99. This would mean that the parents are either sadists or cheapskates. Why do so many food commercials depict mean-spirited people out to obtain somebody else's crackers, candy bar, beer or chips by any means possible? Does Madison Avenue really believe we're that obsessed with our snacks? Or are advertising agencies today so bereft of good ideas that these cliches are the only things they dream up? What's next? One child murdering another for a Ring-Ding?

Interesting. Kraft also makes Oreos and is responsible for the commercial in which the mother exclaims "Shut the front door." ("Shut the fuck up.") I think the company should look into the family backgrounds of their agency's creatives. We seem to have some severe mother issues here which are affecting the work.