It began with a simple question, from husband to wife. “Did you steal my Cheetos again?” asked a dismayed and hungry Ashton Kutcher asks Mila Kunis in Cheetos’ commercial for Super Bowl LV. The Black Swan actress stammers before looking over to see….celebrated Jamaican reggae musician Orville Richard Burrell CD OJ aka Shaggy. After Shaggy gives the advice we knew he was going to give, Mila and Ashton continue their snack adultery drama, all while inadvertently performing a Cheetos Crunch Pop-ified version of Shaggy and Rikrok’s massive hit, “It Wasn’t Me.” Shaggy even jumps on for some bars, taking us all back to 2000.
“You the one who granted access to your snacks / don’t be surprised that she sneak behind your back,” he sings. “Let’s review the situation / orange fingers, red flag.” Shaggy offered some suggestions on how to “keep your own stash / gotta hide it better.” However, at the end of the verse, Shaggy admits that “if she keep on snacking / I guess, you let her?” At the end, Mila takes Shaggy’s advice. Despite the orange dust on her lips….Ashton buys it. “Huh. Well, that’s the first time that ever worked,” remarked Shaggy.
“Mila and I both remember when ‘It Wasn’t Me’ came out 20 years ago when we were first working together on That 70s Show, so it’s really cool to come full circle with Cheetos, work together again and remix this song,” Ashton said in a press release about the spot. “We’ve rarely done projects together since then, but the concept was so fun and relatable. And we couldn’t pass up the chance to be in this Super Bowl commercial.”
“Cheetos burst back onto the Super Bowl scene last year and this year’s Cheetos campaign is no different, perfectly depicting the lengths our fans will go for their Cheetos,” said Rachel Ferdinando, SVP and Chief Marketing Officer, Frito-Lay North America. “And to be able to partner with Ashton, Mila and Shaggy, whose comedic delivery and timing brings this campaign to life, is truly amazing and something I’m sure the millions of viewers tuning into the Super Bowl will love — and relate to.”
In addition to this epic throwback remix, this year’s Cheetos Super Bowl spot will allow hungry fans the opportunity to snatch their own bag of Cheetos Crunch Pop Mix directly from the commercial when it airs on Super Bowl Sunday. All fans need to do is simply open Snapchat, point their camera at the new Cheetos commercial and hold down on their screen to unlock a free bag of Cheetos Crunch Pop Mix.
Cheetos is also giving fans the chance to win a year’s worth of Cheetos and swag every time the defense steals the ball during Super Bowl LV, according to a press release. Whenever a turnover happens in the game – which could be a lot, considering the high-risk QBs in this year’s Super Bowl — Chester will send out a Turnover Tweet where fans can enter to win epic Cheetos swag. Follow @ChesterCheetah on Twitter for more information on how you can win big on Super Bowl Sunday.
In a teaser of the spot, Ashton was given a manilla envelope full of photographs. He glimpsed a feminine-looking figure in these blurry black-and-white pics, clearly the one who stole his snacks. Ashton’s jaw drops at the final piece of evidence: an empty Cheetos Crunch Pop Mix bag. “I knew it!” says Ashton. The “problem” of snack-stealing is actually real. An online poll conducted by Morning Consult (between December 18-December 20, 2020) discovered that nearly half of Americans (48%) admit to stealing snacks from friends or loved ones. Among those, one in four (25%) even admit to doing it with some regularity.
Ashton’s partnership with Cheetos comes a year after the snack brand returned to the Super Bowl with a spot featuring MC Hammer. The spot was one of the more enjoyable ones of the night, so Cheetos knew it had to step up its game. “Following the success of Cheetos’ big return to the Super Bowl last year with our biggest innovation in a decade in Cheetos Popcorn, we had to dial up both our product and Super Bowl campaigns this time around,” said Rachel Ferdinando, SVP and Chief Marketing Officer, Frito-Lay North America in a statement.
“I humbly believe we’ve accomplished that with new Cheetos Crunch Pop Mix, bringing fans their two most beloved flavors in Cheetos Popcorn with Cheetos Crunchy. And we’re bringing it to the biggest stage with the help of the multi-talented Ashton Kutcher, who we’re thrilled and honored to work with.” Cheetos Crunch Pop Mix is the infusion of two of the brand’s most beloved products: Cheetos Crunchy, and Cheetos Popcorn. It’s kind of the best of both worlds. No wonder someone wanted to steal the bag from Kutcher.
Sadly, Ashton will be crying into his Cheetos – metaphorically – when Super Bowl LV takes place at Raymond James Stadium in Tampa, Florida. His team, the Chicago Bears, was eliminated on Jan. 10 in a playoff clash with the New Orleans Saints. “I am, first and foremost a Bears fan,” Ashton, a native of Cedar Rapids, Iowa, said during an ESPN Chat while promoting 2008’s What Happens In Vegas. “Chicago Bears. Bears, Bears, Bears. I’m a little bit of an overly….I want to be the Bears. I want to be the equipment boy for the Bears. If they called and told me they wanted me to quit my day job, I would do it.”