Cheetos is back in the Super Bowl—and the snack brand is bringing along a new celebrity friend.
For its 30-second spot in the Big Game, its first since 2009, the Frito-Lay-owned brand is kicking off its new campaign, “It’s a Cheetos Thing.” In it, Cheetos will highlight the red and orange dust the product leaves on your fingers after you eat it—which it has officially dubbed “Cheetle.”
In the teaser, viewers see rapper MC Hammer sitting at his piano back in Oakland in 1989—the same year that he recorded his hip-hop classic U Can’t Touch This—holding a bag of Cheetos. He’s about to strike a key on the piano when he looks at his fingers and finds them covered in Cheetle, then says to himself: “Wait, I can’t touch this.” His head rises in realization—implying that Cheetle was in fact the inspiration for the hit tune.
It’s a fitting moment for Cheetos to return to the Super Bowl as it’s rolling out a new product, Cheetos Popcorn, which is popcorn covered in Cheetos dust (now, of course, known as Cheetle).
“Cheetos is such an iconic and beloved brand that has gained even more popularity in the last decade, so we saw the Super Bowl as the only fitting place to debut our biggest product launch in a decade with Cheetos Popcorn,” said Rachel Ferdinando, svp and chief marketing officer of Frito-Lay North America, in a statement. “And of course, joining our mischievous brand identity in a playful way with MC Hammer was a perfect fit. It’s two icons coming together—Cheetos and Hammertime—in a relatable story about the Cheetle that sticks to everyone’s fingers when eating Cheetos.”
The “It’s a Cheetos Thing” campaign will run in out-of-home, in stores and on digital channels.