When legendary Italian filmmaker Federico Fellini named his 1960 masterpiece “La Dolce Vita,” it was meant to be ironic. Much of the film is about disillusionment with a glamorous life, urging viewers to accept the world as it is without idealization.

Fellini’s work continues to inspire filmmakers around the world, but one of the most surprising nods comes from Kraft Heinz brand Velveeta. The La Dolce Velveeta (LDV) campaign continues to remind consumers to enjoy the beauty of the moment.

Three spots feature the distinctly cinematic vibes that are commercial director Andreas Nilsson’s trademark. Created by agency Johannes Leonardo, each tells the story of a protagonist embracing individualism in its purest form.

“Breeze” is set to the Roger Webb Sound’s haunting track “Moonbird.” Viewers see the hero driving a car with the top down, hair flowing in the wind, pulling over on a deserted highway to take a bite of his chips and dip before sailing on.

In “Crowd,” with the soundtrack “Conquistadora” by Chantal Claret, the protagonist stands on a crowded platform, proudly eating macaroni and cheese out of a fanny pack.

Finally, in “Rider,” set to the track “Tim Toum” by Cartoon Band, the main character stands atop a mechanical bull, snacking on shells and cheese served in a glass cowboy boot.

Since launching in 2021, the LDV campaign has imagined Velveeta not just as a product but as its own unique outlook, boldly embracing life’s pleasures. With prior releases like Pinkies Out nail polish, Veltini adult beverage and the comical Foodie Call, the brand is making the statement that most activities are better with Velveeta.

“Velveeta has had a major transformation over the last few years, and we are only just beginning,” said Kelsey Rice, senior brand manager for Velveeta, in a statement. “Velveeta is more than delicious, cheesy goodness. We see it as a ticket to living a life filled with outrageous pleasure.”

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