Goodby Silverstein & Partners created this spot for Cheetos slated to debut on air during Super Bowl LV. Titled “It Wasn’t Me,” the ad stars Ashton Kutcher and Mia Kunis who help remix Grammy Award-winning artist Shaggy’s iconic song with a mischievous twist, offering a tip on what to do when caught sneaking Cheetos from your loved one’s stash.
Kutcher catches Kunis repeatedly “orange-handed” in this commercial. She clearly has dipped into his stash of Cheetos Crunch Pop Mix. But every time he questions her, Kunis has the perfect response: “It Wasn’t Me,” thanks to Shaggy. The release of the commercial for Super Bowl LV also marks the 20th anniversary of the retail release of the reggae artist’s timeless hit “It Wasn’t Me.”
“Mila and I both remember when ‘It Wasn’t Me’ came out 20 years ago when we were first working together on That 70s Show, so it’s really cool to come full circle with Cheetos, work together again and remix this song,” Kutcher said. “We’ve rarely done projects together since then, but the concept was so fun and relatable. And we couldn’t pass up the chance to be in this Super Bowl commercial.”
Bryan Buckley of Hungry Man directed “It Wasn’t Me,” adding to his career body of Super Bowl ad work.
Credits
Client Frito-Lay/Cheetos Agency Goodby Silverstein & Partners, San Francisco Jeff Goodby, Rich Silverstein, chairmen; Margaret Johnson, chief creative officer; Eamonn Dixon, Stefan Copiz, creative directors; Lennie Galloway, copywriter; Thomas Gledhill, art director; Leila Gage, Margaret Brett-Kearns, co-directors of production; Sara Ward, executive producer; Dan Watson, Noah Dasho, Alex Healy, sr. producers; Bonnie Wan, partner, head of brand strategy; Ralph Paone, group brand strategy director; Gabriella Dishtosky, brand strategy director; Shaza Elseshtawy, sr. strategist; Christine Chen, partner, head of communication strategy; Caitlin Neelon, communications strategy director; Drew Forrest, sr. communications strategist. Production Hungry Man, bicoastal Bryan Buckley, director; Mino Jarjoura, Caleb Dewart, exec producers; Marian Harkness, head of production; Matt Lefebvre, producer; Cassidy Gill, production supervisor; Par M. Ekberg, DP. Editorial Exile Kirk Baxter, editor; Mitch Goldberg, assistant editor; David Won, producer; CL Kumpata, exec producer; Jennifer Locke, head of production. Music Shaggy’s “It Wasn’t Me” remix. Beacon Street Studios Andrew Feltenstein, John Nau, arrangers; Leslie DiLullo, exec producer; Kate Vadnais, sr. producer; Rommel Molina, engineer. VFX a52, Santa Monica, Calif. Andy Rafael Barrios, VFX supervisor, lead Flame artist; Matt Sousa, Flame artist; Kevin Stokes, John Valle, online editors; Chris Lewis, producer; Stacy Kessler-Aungst, head of production; Patrick Nugent, Kim Christensen, exec producers; Jennifer Sofio Hall, managing director. Color a52 Color Gregory Reese, colorist; Jenny Bright, producer; Thatcher Peterson, exec producer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
