CHEETOS : SUPER BOWL 2020

When you eat Cheetos Popcorn, ‘U Can’t Touch This’

Anyone who’s eaten Cheetos has ended up with the cheesy, messy orange ‘Cheetle’ dust all over their fingers. Until they’ve licked them clean, they can’t do much at all­­ – let alone touch anything. But what if someone discovered this could get them out of the very things they don’t want to do?

That’s the basis of Cheetos Super Bowl commercial: in which an unsuspecting guy discovers an unexpected super-power. Ever wanted to get out of work the day after Super Bowl Sunday? Cheetos Popcorn is your perfect excuse.

The Super Bowl commercial was supported by a 360, integrated campaign that announced the technical term for Cheetos dust (‘Cheetle’).

Recognized at:

Cannes Lions: 1x Grand Prix, 1x Silver, 1x Shortlist // D&AD: 1x Wood Pencil, 1x Shortlist // One Show: 1x Shortlist // Effies: Silver // Webby Awards: People’s Choice Winner // #10 USA Today AdMeter (only :30 in top 10)

‘CAN’T TOUCH THIS’ SUPER BOWL :30

‘WHERE IT ALL BEGAN’ TEASER

‘IT’S CHEETLE’ INTEGRATED CASE STUDY