Cheetos: It's a Cheetos Thing by Goodby Silverstein & Partners

Frito-Lay's Cheetos has revived the 90s energy of MC Hammer for a Super Bowl spot advertising its new popcorn snack. Making an appearance at the game for the first time in 10 years, the brand is riffing off the idea of the dust that gathers on the fingers of Cheetos eaters.

When spot’s protagonist realizes he can get out of a job for his boss because of his orange digits, he approaches life by seeing what else he can get out of it. He manages to sidestep helping his neighbors, holding a baby and taking part in a trust fall exercise, all because he “can’t touch this”. Every time he successfully avoids a chore, MC Hammer shouts out the iconic line.

The airing of the commercial kicks off Cheetos’ newest marketing campaign, ‘It’s a Cheetos Thing’.

In teaser clips, Hammer sits down at the piano to bang out the melody. Before he hits a key, he sees that his fingertips are covered in Cheetle and states, “Wait, I can’t touch this,” which suddenly gives him a great idea.

A second teaser, 'Shuffle Steal,' sees MC Hammer doing his iconic shuffle to steal a bag of Cheetos Popcorn while on set.