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.
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
