Cheetos Imagines People Going About Their Day With Non-Snack-Eating Hand
Image via Goodby Silverstein & Partners
Even go-getters eat Cheetos with their dominant hand, forcing them to seize the day with the other. Honoring this messy devotion, the iconic cheesy puff snack brand playfully recreates the near-universal tendency to prioritize using one’s preferred hand for devouring Cheetos, while the “other hand” has to deal with the messy consequences.
The Other Hand campaign, crafted by advertising agency Goodby Silverstein & Partners, is based on the observation that “99%” of people resort to working with their non-Cheetle-coated hand—even illustrators, calligraphers, copywriters, and… egads, drivers. New billboards envision the shabby aftermath of their snacking choices, including a “less-than-perfect parking job” in New York City and typo-ridden advertising copy on the New York Times.
Image via Frito-Lay North America / PR Newswire
A central television commercial features NBA star Jamal Murray, known for his ambidexterity, struggling to perform everyday tasks with his non-dominant hand while indulging in Cheetos. The activation also includes humorous digital shorts, out-of-home advertising, and a social media presence encouraging fans to share their own Other Hand experiences.
“Cheetos fans everywhere know the feeling when they need to get things done but their fingers are covered in that beloved orange Cheetle dust,” explains Tina Mahal, senior vice president of marketing at PepsiCo Foods North America. “Instead of putting the Cheetos bag down, they try out their Other Hand, and things often go hilariously ‘wrong.’ From missing high-fives to daily task mishaps, this campaign is an ode to the fans who will do anything for their favorite snack. We’re showing the world that it’s okay to use your Other Hand and embrace the mess.”
So, if you’re the other 1%, it’s time to get your hands dirty with Cheeto dust.
Image via Frito-Lay North America / PR Newswire
Image via Goodby Silverstein & Partners
[via Muse by Clio and Marketing Dive, images via various sources]
