Dive summary: 

• Kraft's new "Get your chef together" campaign, which includes video ads with two celebrity chefs posing as children, is part of a wider trend from brands using cheeky phrases and ads in an attempt to relate to younger consumers. 
• Another popular example is the Kmart "Ship my pants" commercials that quickly went viral online; there is a visible shift in marketers trying to be more contemporary by being a bit more crude. 
• The new efforts from Kraft are a response to consumers becoming more budget conscious and eating at home more often; the brand hopes to help consumers answer the annoying question of "What's for dinner?"

From the article: 

"The Kraft campaigns are indicative of how ads from mainstream marketers are loosening up — or becoming crass and crude, depending on your perspective — to reflect changing societal mores, particularly when it comes to younger shoppers. Other recent examples include ads for Slim-Fast diet products sold by Unilever, which depict women thinking, 'I want to show off my new ass,' and commercials for the Kmart division of Sears Holdings in which shoppers utter provocative-sounding phrases like 'Ship my pants' and 'Big gas savings.'”