Let me start by saying I love the art direction and cinematography in this video. Simple lock down shots with dramatic lighting and a great soundtrack to tie it all together. I mean “top of the world” by the Carpenters sits next to Cass Elliot’s “make your own kind of music” on my list of top ten songs to die in a fiery car crash to (a work in progress). But am I missing something here? I get that mice are supposed to be attracted to cheese. Am I to assume that this cheese is like spinach to Pop Eye? That if I eat this cheese I’ll be able to hit home runs like Mark McGwire.
Look, I love the entertainment value of this video but I think the creative team missed the mark on this one. The product integration simply wasn’t there for me. As a cheese lover I want to know that the cheese is strong. I think the message could have been salvaged by taking a slightly darker approach: The mouse dies and with a smile on his face rises up to a rodent heaven—satisfied <<Bad Idea. My point is people eat seriously strong cheese because it tastes great! And the best cheese can be a slice of heaven.