Cheetos’ new campaign featuring Mila Kunis, Ashton Kutcher and Shaggy is sure to make you laugh.
In a campaign teaser released a few days before the big reveal, we see a horrified Ashton Kutcher going ‘evidence’ photographed by a personal investigator.
The next teaser features Kunis delivering a heart-wrenching dialogue saying, “What exactly are you insinuating? You think that I would go behind your back after everything we’ve been through?”
Grab a snack because this is getting interesting.
We finally see the couple together in a 60-second long ad film where Kutcher confronts his wife with a hilarious and cleverly branded remix of Shaggy’s international hit ‘It Wasn’t Me’.
Despite Kutcher catching Kunis in the act multiple times eating his bag of Cheetos, she simply shakes her head and says, “It wasn’t me.”
So, what worked for the campaign apart from its sheer star power?
The build up
By releasing two teasers leading up to the big reveal, Cheetos built intrigue and gave fans something to look forward to.
Nostalgia
Almost everybody is familiar with Shaggy’s 2000 hit ‘It Wasn’t Me’. The song is well recognised globally across generations which makes the campaign relatable.
Humour and Wit
The song which was originally about cheating on one’s girlfriend takes on a new meaning (that’s if you don’t consider stealing your significant other’s food as deceptive, of course). The new rendition of the song cleverly replaces the NSFW words from the original, making it delightfully funny and apt for the storyline.
