Cheetos’ Super Bowl LV Masterpiece: Ashton Kutcher, Mila Kunis, and Shaggy Reimagine “It Wasn’t Me”

The Super Bowl, beyond being a monumental sporting event, has long served as a prestigious platform for brands to showcase their most creative and memorable advertisements. Among the standout campaigns of Super Bowl LV, Cheetos delivered an undeniably hilarious and ingeniously executed commercial that captured the attention and laughter of millions. Starring Hollywood power couple Ashton Kutcher and Mila Kunis, alongside reggae icon Shaggy, the ad brilliantly leveraged nostalgia and a universally relatable domestic dispute: snack theft. This ingenious campaign not only introduced the new Cheetos Crunch Pop Mix but also cemented its place as one of the most talked-about Super Bowl commercials, leaving viewers “orange-handed” with delight.

The commercial kicks off with a familiar scene for many couples: a husband accusing his wife of sneaking his favorite snacks. A playfully dismayed Ashton Kutcher confronts his wife, Mila Kunis, with the burning question, “Did you steal my Cheetos again?” The Black Swan actress, caught red-handed (or rather, orange-handed), stammers for an excuse, her guilt palpable. Just when it seems she’s cornered, a mystical intervention occurs in the form of celebrated Jamaican reggae musician Orville Richard Burrell CD OJ, famously known as Shaggy. This unexpected cameo immediately sets the stage for a comedic masterpiece, drawing directly from Shaggy’s iconic 2000 hit, “It Wasn’t Me.”

As Mila attempts to deny her cheesy transgression, Shaggy provides her with the classic, albeit morally questionable, advice that made his song a global sensation. The commercial then unfolds into a wonderfully choreographed “snack adultery drama,” with Ashton and Mila inadvertently performing a Cheetos Crunch Pop Mix-infused rendition of Shaggy and Rikrok’s massive hit. The dialogue, cleverly rewritten to fit the Cheetos narrative, highlights the comedic tension between the couple. Shaggy himself jumps in, lending his unmistakable voice and adding an authentic touch that transports viewers back to the turn of the millennium, making the ad an instant viral sensation.

Shaggy’s lyrics in the commercial offer a hilarious take on the snack-stealing dilemma, advising Mila on how to evade detection while simultaneously chastising Ashton for his lack of vigilance. “You the one who granted access to your snacks / don’t be surprised that she sneak behind your back,” he croons, pointing out the obvious orange fingerprints. He continues, “Let’s review the situation / orange fingers, red flag.” The reggae superstar even offers strategic counsel on how to manage one’s snack stash: “Gotta hide it better.” Yet, in a humorous twist, Shaggy hints at Ashton’s deeper feelings, admitting, “if she keep on snacking / I guess, you let her?” The commercial concludes with Mila successfully employing Shaggy’s advice. Despite the incriminating orange dust visibly clinging to her lips, Ashton accepts her denial, much to Shaggy’s bemused remark: “Huh. Well, that’s the first time that ever worked.” This perfectly encapsulates the lighthearted and absurd humor that made the commercial so captivating.

For Ashton Kutcher and Mila Kunis, this commercial was a full-circle moment, bringing them back together professionally in a unique and fun capacity. “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 shared in a press release. He emphasized the rare opportunity for them to collaborate, stating, “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.” Their genuine chemistry and shared history undoubtedly contributed to the ad’s authentic and endearing appeal, making the “snack-stealing” scenario feel incredibly personal and amusing.

Frito-Lay North America’s Senior Vice President and Chief Marketing Officer, Rachel Ferdinando, expressed immense satisfaction with the campaign, highlighting its alignment with the brand’s overarching strategy. “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,” Ferdinando stated. She underscored the value of the celebrity partnership: “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.” The ad not only entertained but also effectively reinforced the idea that Cheetos are so irresistible, people might resort to covert operations to get them.

Beyond the star-studded commercial, Cheetos launched an interactive and engaging promotional campaign for Super Bowl Sunday, offering fans more than just a laugh. This year’s Cheetos Super Bowl spot provided an innovative opportunity for hungry fans to “snatch” their own bag of Cheetos Crunch Pop Mix directly from the commercial as it aired. The mechanics were simple and technologically savvy: fans merely needed to open Snapchat, point their phone camera at the new Cheetos commercial on their screen, and hold down on the display to unlock a free bag of the new snack. This augmented reality experience transformed passive viewing into an active, rewarding interaction, creating a direct link between the advertisement and product sampling.

Cheetos further amplified fan engagement through a dynamic social media contest. The brand offered viewers the chance to win a year’s worth of Cheetos and exclusive merchandise every time the defense made a turnover during Super Bowl LV. Given the high-risk quarterback play anticipated for that year’s game, the potential for numerous turnovers—and thus, numerous chances to win—was significant. Whenever a turnover occurred, Chester Cheetah, the iconic Cheetos mascot, would dispatch a “Turnover Tweet” from the official Twitter account. Fans could then enter to win epic Cheetos swag, encouraging continuous engagement with the brand on social media throughout the game. For more details on how to participate and win big on Super Bowl Sunday, fans were directed to follow @ChesterCheetah on Twitter, proving Cheetos’ commitment to a multi-channel marketing approach that extended well beyond the 30-second spot.

The buildup to the full Super Bowl commercial was meticulously crafted with teasers that heightened anticipation. In one such teaser, Ashton Kutcher was presented with a manila envelope filled with intriguing photographs. He carefully examined blurry, black-and-white images depicting a “feminine-looking figure” clearly guilty of pilfering his snacks. Ashton’s jaw dramatically dropped as he uncovered the final, undeniable piece of evidence: an empty Cheetos Crunch Pop Mix bag. “I knew it!” he exclaimed, perfectly setting the stage for the comedic reveal of Mila Kunis as the culprit. This clever pre-release content underscored a surprisingly relatable truth: the “problem” of snack-stealing is indeed widespread. An online poll conducted by Morning Consult in December 2020 revealed that nearly half of all Americans (48%) confessed to stealing snacks from friends or loved ones. Furthermore, a quarter of those surveyed (25%) admitted to engaging in this sneaky behavior with some regularity, confirming that the commercial’s premise resonated deeply with a significant portion of the audience.

Ashton Kutcher’s collaboration with Cheetos for Super Bowl LV marked another high point for the snack brand, following its successful return to the Super Bowl stage the previous year. In 2020, Cheetos captivated audiences with a memorable spot featuringMC Hammer, which was widely praised as one of the most enjoyable advertisements of the night. Building on that momentum, Cheetos recognized the need to elevate its game even further for the subsequent Super Bowl. Rachel Ferdinando reiterated this strategy, stating, “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.” This commitment to continuous innovation and impactful advertising is a hallmark of Cheetos’ marketing efforts.

The product at the heart of the campaign was the innovative Cheetos Crunch Pop Mix, an exciting fusion of two of the brand’s most cherished products: the classic Cheetos Crunchy and the popular Cheetos Popcorn. Rachel Ferdinando proudly stated, “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.” This ingenious combination offers consumers the best of both worlds – the satisfying crunch of traditional Cheetos coupled with the airy texture of popcorn, all coated in that irresistible cheesy dust. It’s no wonder this highly addictive new mix became the subject of such a humorous, high-profile snack-stealing dilemma in the commercial.

While Ashton Kutcher was busy promoting Cheetos for Super Bowl LV, the actual game held a bittersweet note for the actor. A passionate and lifelong fan of the Chicago Bears, Ashton undoubtedly harbored hopes of seeing his team compete on the grand stage at Raymond James Stadium in Tampa, Florida. However, his beloved Bears were eliminated on January 10 in a playoff clash against the New Orleans Saints, leaving him to metaphorically “cry into his Cheetos” during the big game. Ashton, a native of Cedar Rapids, Iowa, has long been vocal about his unwavering loyalty to the Bears. During an ESPN Chat while promoting his 2008 film What Happens In Vegas, he emphatically declared, “I am, first and foremost a Bears fan. 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.” This deep personal connection to the NFL adds another layer of charm to his appearance in the Super Bowl commercial, making him even more relatable to the millions of football fans tuning in.

In conclusion, Cheetos’ Super Bowl LV commercial was a masterclass in advertising, seamlessly blending celebrity star power, nostalgic music, relatable humor, and innovative product promotion. The dynamic trio of Ashton Kutcher, Mila Kunis, and Shaggy brought the “It Wasn’t Me” remix to life with an infectious energy that resonated with a diverse audience. By tapping into the universal experience of snack-stealing and combining it with strategic digital engagement through Snapchat and Twitter, Cheetos not only introduced its Crunch Pop Mix to a massive audience but also reinforced its brand as playful, engaging, and always a step ahead in creative marketing. The ad’s success proved that a well-executed concept, infused with humor and star power, can transcend traditional advertising to become a cultural moment, leaving a lasting impression long after the Super Bowl concludes.