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Cheetos Frito-Lay Advertising

Cheetos returns to the Super Bowl with MC Hammer after a decade away


By Kyle O'Brien, Creative Works Editor

January 16, 2020 | 3 min read

Cheetos and MC Hammer are both returning to make a pop culture splash as the Frito-Lay brand and rapper are teaming up for the dusty treat's return to the Super Bowl after a decade away.

MC Hammer for Cheetos

MC Hammer comes up with a song idea

The brand, which recently launched its biggest product innovation in a decade – Cheetos Popcorn – will highlight the orange and red dust that coats its products, called Cheetle, in a 30-second TV spot during the game.

‘It’s a Cheetos Thing’ stars rapper MC Hammer, as seen in a teaser on Cheetos’ social channels. The teaser video explores the origins of one of MC Hammer’s most popular songs, U Can’t Touch This (which celebrates its 30th anniversary this week) and asks the question, ‘Was Cheetos and Cheetle the inspiration behind the iconic track?’

The scene is Oakland in 1989 as 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. The teaser is in preparation for the full Super Bowl commercial that will give a nod to Cheetle-covered fingertips being not just a delicious treat, but also a permission slip to escape the mundane routines of everyday life, according to the brand.

“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, senior vice-president and chief marketing officer, Frito-Lay North America. “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.”

Cheetos’ new ready-to-eat Popcorn is available in two flavors – Cheddar and Flamin’ Hot.

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

By Cheetos

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