The Drum Awards for Marketing - Extended Deadline

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By John McCarthy, Opinion Editor

February 13, 2017 | 2 min read

Saturday Night Live is mocking brands with a message at the Super Bowl, showing two rival agencies pitching two very different ads for Cheetos.

The irreverent pitch process sees two agencies contend for the $5m slot during the big game. It becomes clear that the brand is looking for a superfluous cause to get behind.

In the social good pitches, which are set to sad acoustic music, Alec Baldwin and Aidy Bryant put forward a series of heavy-hitting ads championing equality, immigration and transgender issues – all of course shoehorning in Cheetos.

The pair announce: “We open on a Mexican person wearing a sombrero, he takes it off, underneath there’s a Muslim woman. The Muslim woman takes off the hijab and underneath is a Jewish person. The Jewish person takes off his yarmulke. Underneath is a Cheeto.”

The social good ads of the Super Bowl made up much of the 10 most shared spots with Budweiser, AirBnb, Coke, Audi and 84 Lumber – admittedly they were much better than the pitches given during the sketch.

Saturday Night Live Advertising Social Good

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