Velveeta, in an advertisement for its mac and cheese, showed a 2-minute video of a man opening jars for a line of people coming into his house. He casually chats with the people as they come in, letting us know he has a good reputation and is well-respected. Then, at the end of the video, the man reaches down to his table and continues eating his bowl of Velveeta macaroni and cheese.
The aim of the commercial, which is titled "Eat Like That Guy That Opens Jars for Everyone in the Neighborhood," is to make people think that they will become popular and well-liked/respected if they eat Velveeta mac and cheese. Naturally, the company is appealing to the consumer's need for affiliation. The video implies that buying the product will make you the kind of person that helps out the community and gains friends.
The most relevant advertising technique to this ad is the technique of simple solutions. Without any tangible evidence, Velveeta basically tells you that its macaroni and cheese will make you a popular and dependable person. It implies that its a seamless and easy transition that happens instantaneously, and that any existing obstacle in the way of becoming a popular person will disappear as soon as you start buying Velveeta mac and cheese.
This is a pretty funny ad, and the actual product in the video (which is subtly displayed in the bottom right corner throughout) looks appealing. However, this doesn't really make me want to eat Velveeta. It makes me laugh and admire a funny advertising campaign, but it also just makes me realize that Velveeta is trying to convince people on a subconscious level that its product has an overwhelming and immediate effect on a person's social status.
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