CHICAGO—Leo Burnett Advertising project manager Dirk Hazelton's show of enthusiasm drained the creative spirit from the conference room Monday. "Man, the country loves this cheddar! The country needs this cheddar!" said Hazelton to his creative team, pumping his fists in the air. "Come on and join in. We all grew up on cheddar! What do you think of when you think of cheddar? Let's get some ideas on the board." Members of the creative team responded with mortified silence.