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2020 One Show - Film

Can't Touch This

Agency Goodby Silverstein & Partners / San Francisco + Dummy / Venice

Client Cheetos
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Annual ID

OS_FI20_044M

About the Work

Cheetos was launching its biggest innovation in years: Cheetos Popcorn, which is popcorn covered in the brand’s iconic cheesy orange dust (now known as Cheetle). The problem: while it tastes great, not everyone sees this dust as a good thing—it’s messy and gets all over hands and then everything else. But rather than dwelling on the negative, we decided to make this fact one of the strengths of our product launch by turning cheesy, messy hands into a positive. We introduced the reversal—obstacle to asset—through a 15-minute online film in which Cheetos reinterprets history. In the film, we take credit for the creation of MC Hammer’s iconic track “U Can’t Touch This,” on its 30th anniversary, by insinuating that Cheetle-covered fingers were the catalyst of the track’s title claim. The song—and the man himself—would then become the stars of our Super Bowl commercial, which documents the story of a guy whose Cheetle-covered hands help him get out of doing the things he doesn’t want to do.