CHEESE COMMERCIAL OR COMMERCIAL CHEESE? "Cloverfield" set, Abrams (inset)
J.J. Abrams has had his fun on Lost with the cryptic Dharma Initiative and sinister corporation, the Hanso Foundation, but he may soon face the wrath of a real life corporate monster: the mysteriously named "cheese division" of Kraft Foods.

Radar stumbled upon the set of Abrams's super-secret forthcoming film (code name: Cloverfield) last night in Manhattan's Lower East Side and witnessed a bizarre cover-up.

More pics from the set after the jump!

Harried PA's assured gawkers that the destructed cars, piles of rubble, and bloody extras lining the corner of Orchard and Stanton Streets, were not a part of Abrams's "Cloverfield," but were involved, as a PA put it, in "a commercial for Kraft cheese.... It's a commercial about what happens when you don't get enough cheese." (Another site got the same cheesy response—clearly this was a conspiracy.) Abrams's production company declined to comment on any details of the production, but Radar got answers when we asked a particularly flustered intern on the hot set, "Is this 'Cloverfield'?" prompting him to reply "Yes, it is!" before adding "Oh fuck, I have to remember to stop saying that." When we snapped a few pictures from public property, we got a stern lecture. "I really can't stop you from taking pictures," a PA said, "but I just wish you wouldn't." Later, we got a terse "No comment" when we questioned an ash-covered, bleeding extra who was nursing a latte.

While the people in the LES crowd were getting a kick out of the cheesy cover-up, the good folks at Kraft were less than enthused this morning when contacted for comment about being linked to "Cloverfield." A Kraft spokesman tells Radar, "When you first described it, it sounded like it could be a campaign for our new Kraft singles [cheese], but obviously it's not.... We are clearly going to investigate this further within our cheese division."

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