Cheetos is out with its latest music-themed Super Bowl spot, using Shaggy's "It Wasn't Me" to illustrate how to try to convince someone else you didn't swipe their snack.
In the spot, Ashton Kutcher wonders where his bag of Cheetos Crunch Pop Mix has gone. It appears his wife Mila Kunis is to blame. But she's brought in a very specific counselor, Shaggy, for guidance. Kutcher repeatedly catches Kunis with the bag, and he utters lines such as "Saw you snacking on the sofa," met with a series of "It wasn't me" replies from his wife.
And Shaggy, wearing a purple jacket reminiscent of a costume from his 2000 song's video, raps new lyrics fitting for the spot, including "Let's review the situation, orange fingers red flag."
The 60-second spot comes from Goodby, Silverstein & Partners, which has worked with the Frito-Lay brand for years. It was directed by Bryan Buckley, who has directed more than 50 Super Bowl spots since 1999. It’s his first for Cheetos.
Frito-Lay, an NFL sponsor, is also running a spot for its portfolio of snacks before the game featuring numerous NFL players, and a Doritos spot featuring Matthew McConaughey during the game.
In the 2020 game, Cheetos showcased singer MC Hammer in a "U Can't Touch This"-themed spot for its Cheetos popcorn.