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1 The Effectiveness of the Cheetos Super Bowl Commercial 2021 Rémy Vergnes Grand Canyon University English ENG-105 Joseph Alnether 11/02/2023

2 Introduction In the realm of advertising and marketing, crafting a compelling and effective commercial is a multifaceted challenge that demands a deep understanding of branding, cast selection, and sound design. A well produced commercial holds substantial influence over a brand’s perception, strikes a chord with its audience, and etches a memorable impact. The 2021 Cheetos Super Bowl Commercial, ranting a star-studded lineup with Mila Kunis, Ashton Kutcher, and the iconic performance by Shaggy, exemplifies this effect. "It Wasn't Me," stood out as one of the most talked-about advertisements of its time. While the Cheetos Super Bowl Commercial of 2021 showcases a star-studded cast, a catchy tune, and a humorous storyline, a closer examination reveals areas in branding, cast selection, and sound design that require revision for more effective advertising. This analysis aims to critically evaluate these elements and propose specific enhancements, ultimately asserting that targeted improvements will better position the commercial in the competitive landscape of advertising, ensuring its success in achieving its intended goals. Branding The advertising effectively conveys the brand message, yet some adjustments are recommended. The foundation of a successful advertisement is the effective establishment of the brand message. As suggested by Romaniuk (2009), “an advertisement must etch the brand identity into the buyer's memory to ensure easy recall during a buying situation” (p.143). In this aspect, the Cheetos Commercial excels. The iconic orange color specific to Cheetos is prominently featured throughout the commercial, reinforcing the brand's identity. The vibrant orange hue not only identifies the product but also creates a memorable visual association. However, there is a minor concern regarding the portrayal of orange residue on surfaces, which might inadvertently convey a messy image of the product. A slight revision in this aspect could

3 prevent the negative connotation of messiness, ensuring that viewers perceive Cheetos as a delightful and enjoyable snack without any unintended connotations Cast The impact of the advertising was all the more supported by the casting which was very well-chosen. C elebrities in advertisements, such as Mila Kunis, Ashton Kutcher, and Shaggy in the Cheetos Commercial, add credibility to the brand and make the advertisement more appealing and relatable to viewers. The choice of these high-profile celebrities enhances the brand's message and creates an emotional connection with the audience . Jain et al. (2009) underline the importance of celebrities in advertisements, emphasizing that “they help build credibility for the brand and add value to the brand endorsed” (p.9). Cheetos understood this concept exceptionally well and successfully implemented it in their Super Bowl Commercial. The casting choices in this advertisement extend beyond just the selection of actors and encompass the entire setting. Mila Kunis and Ashton Kutcher, known for their roles in film and television, engaged the commercial with their star presence, instantly captivating and connecting with the audience. Their chemistry and humor brought an endearing charm to the ad, enhancing its relatability. Shaggy’s inclusion further contributed a layer of humor to the advertisement.The choice of a high-profile celebrity couple as well as Shaggy perfectly highlights the brand's message. Their inclusion not only adds a layer of credibility but also brings an emotional connection to the commercial, creating an environment where viewers want to be part of the fun and enjoyment presented by Cheetos. Sound The sound in this advertisement plays a vital role. The role of music and sound design in creating an emotional connection with the audience cannot be understated. Music and sound design play a crucial role in creating an emotional connection with the audience. As Alkebulan

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4 (2023) explains, “music can be a powerful tool for enhancing the importance of a brand in the eyes of the audience”’(para.4). In the case of the Cheetos Super Bowl Commercial, the use of Shaggy's "It Wasn't Me" with modified lyrics was a brilliant choice. The song was not only well- known but also deeply appreciated by the audience, invoking nostalgia. Viewers familiar with the song featured in the ad might recognize its theme of infidelity, potentially implying that enjoying Cheetos is more appealing than spending time with one's partner. However, this subtle reference may not be fully comprehensible to younger audiences. The song's lyrics, though not intricate, inject a lighthearted element. Despite the clear cues in the ad, when Ashton playfully accuses Mila of indulging, her playful retorts continue to respond with "It wasn't me". This added with the last sentence given by Shaggy "that's the first time that's ever worked" gives a humorous appeal . Ensuring clear communication of the commercial's humorous and fictional nature is crucial to avoid any misunderstandings. The use of music in advertising transcends mere auditory pleasure; it evokes emotions and associations that enhance the overall message. In this case, the choice of "It Wasn't Me" did more than just provide a catchy tune—it tapped into the audience's memories, triggering positive emotions and reinforcing the brand's image. Nonetheless, considering the potential audience diversity, a careful balance between humor and clarity in the lyrics is essential to cater to a wide age range, from adults who appreciate the original song to children who might be exposed to it. Conclusion The Cheetos Super Bowl Commercial of 2021 was undoubtedly a success in many aspects. It effectively promoted the Cheetos brand, highlighting its iconic orange color and indulgent nature. The casting choices, featuring high-profile celebrities, boosted the brand's credibility and made the ad more accessible to audiences. The selection of "It Wasn't Me" by

5 Shaggy, with fitting lyrics, strengthened the emotional connection with the audience. However, minor revisions may be necessary to ensure that the messy side of Cheetos consumption is not misconstrued negatively, and that the humorous and fictional nature of the commercial is clearly conveyed, especially to younger viewers. Nonetheless, the Cheetos Super Bowl 2021 ad stands as a notable example of how a well-crafted advertisement can make a lasting impression and influence brand perception. In the ever-competitive world of marketing, this commercial serves as a reminder of the impact a carefully crafted ad can have on brand success. Its use of humor, star power, and nostalgia creates an advertisement that resonates with audiences during the Super Bowl, demonstrating the power of creative advertising. It is a testament to how effective storytelling can be in shaping brand perception and how even a simple snack can be elevated to must-have status during one of the biggest television events of the year. In an age where advertising plays a pivotal role in shaping consumer choices, the Cheetos Super Bowl Commercial 2021 provides a shining example of how to create a compelling and memorable advertisement. References Commercials Funny. (2021, February 1). Cheetos super bowl commercial 2021 Mila Kunis, Ashton Kutcher, Shaggy it wasn’t me [video]. Youtube. https://www.youtube.com/watch?v=lIxdasBrDMI&t=1s Romaniuk, J. (2009, June 1). The efficacy of brand-execution tactics in TV advertising, brand placement, and Internet advertising. Journal of Advertising Research, 49(2), 143.

6 Jain, V., Sudha, M., & Daswani, A. (2009). Customer Perception About Celebrity Endorsement in Television Advertising for Retail Brands. IUP Journal of Brand Management, 6 (3/4), 7-25. Alkebulan, W. (2023, September 26). The role of music and sound design in TV commercials. ECG Productions. https://www.ecgprod.com/role-of-music-and- sound-design-in-tv-commercials/#:~:text=Advertisers%20often%20use%20music %20and, the%20impact%20of%20the%20advertisement .

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