Wheat Thins, like bottled water, aren't the type of product to elicit wild, passionate reactions. But Being NY continues to push the wacky "Must! Have! Wheat Thins" tagline onto its increasingly weird, but fun, commercials for the cracker, directed by Ulf Johansson of Smith & Jones. In the newest execution, John the Puppet has a bit of a meltdown when his psychiatrist tells him he can't eat them.