You know the one. He works a mindless job at the mall, and doesn't give a shit. You... yeas YOU... can eat like you also don't give a shit:
And that's the big idea behind this new Velveeta Shells & Cheese campaign from W+K, Portland, ironically positioning the highly-processed comfort food as the go-to nosh for losers.
It could work. I've known plenty of guys like that.
They also have a campaign microsite, inviting fans to add to the list of those guys...
Tip via Toronto Egotist