Cheez It

Cheez It · Lessons

Cheez-It brings professional basketball player Jimmy Butler into the frame for its latest CPG commercial, 'Lessons.' The spot balances high-energy commercial pacing with a comedic, character-driven narrative centered on the interaction between Butler and a outsized mascot prop. Produced by Contender, the campaign utilizes a clean, live-action technique to capture the interaction within a gym-inspired set. The visuals rely on bright, polished lighting to maintain a warm aesthetic across the campaign's broadcast spots.

Cheez It · Sneaker

Cheez It introduces the Sneaker project, a humorous commercial spot that blends the brand's iconic snack packaging with athletic footwear culture. The film features a studio-based, minimalist aesthetic, placing a character dressed as a giant cheese wheel alongside a man holding the brand's crackers. Directed by Turner Brothers with production by Invisible Collective, the work channels a vibrant, pop-inspired art direction. The creative approach highlights a playful dynamic within a clean, modern setting, utilizing live-action techniques to integrate the product into a high-energy sneaker display environment. Fallon + Contender led the advertising agency efforts for this campaign.

Cheez It · Tunnel Walk

Cheez-It explores the absurd in this commercial spot titled 'Tunnel Walk.' Directed by Turner Brothers and produced by Invisible Collective, the project presents a stylized, cinematic take on a pre-game ritual, centering on a man preparing to enter a stadium alongside an unconventional passenger. The narrative unfolds through a sequence of live-action scenes, moving from the interior of a convertible to a sterile, industrial corridor. Featuring work from advertising agency Fallon + Contender, the spot leans into a polished aesthetic, utilizing crisp lighting to emphasize product packaging and subject detail within the frame.

Cheez It · 9th Year Senior

In a brilliant subversion of collegiate sports culture, the 9th Year Senior campaign for Cheez-It leans into the absurd to elevate its status within the competitive CPG and snack food industry. By introducing the Cheez-It Couch Committee, a group of dedicated enthusiasts deliberating the athletic eligibility of a perennial undergraduate, the spot expertly captures a humorous tone that resonates with sports-obsessed demographics. The project, brought to life through the collaborative efforts of creative agencies Murphy Cobb & Associates, BBDO New York, and Omnicom Production alongside Superfriends and editorial house Cosmo Street, channels a distinctly cinematic aesthetic that grounds the wacky premise in high-production values. Utilizing a live-action technique, the narrative unfolds within a rich, wood-paneled environment anchored by a massive, tufted orange leather couch—a clever piece of set design that mirrors the iconic hue of the product itself. The framing feels like a documentary, lending a mock-serious gravity to the committee's vote as they debate the merits of a ninth-year senior football player while surrounded by boxes of Cheez-It crackers. By balancing these heightened comedic beats with intentional, polished production, the commercial transforms a simple snack brand into the ultimate companion for viewing parties. It is a masterful example of how strategic storytelling can turn a standard product placement into a memorable cultural moment.

Cheez It · The Couch

In an era where brand identity often merges with interior design, Cheez-It leans into a bold, thematic aesthetic with their latest project titled The Couch. This CPG food and beverage advertisement masterfully blurs the lines between commercial product showcase and lifestyle branding, focusing on a custom-designed couch that mirrors the iconic cheddar hue of the brand’s crackers. Through a carefully constructed live-action technique, the film highlights the tactile, vibrant orange leather, emphasizing its plush texture and the warmth of the setting. The creative direction, helmed by the combined efforts of BBDO New York, Omnicom Production, and Murphy Cobb & Associates, avoids the trap of a standard product spot. Instead, it invites the audience into a curated interior space brimming with college football memorabilia and stacks of Cheez-It boxes, grounding the high-quality, cinematic imagery in a relatable, fan-centric atmosphere. The cinematography utilizes intentional, warm lighting to accentuate the saturation of the leather, ensuring the color story remains the focal point throughout the edit provided by Cosmo Street. By leaning into this stylized, clean aesthetic, the campaign successfully elevates a simple snack into a lifestyle centerpiece. Production house Superfriends brings a sophisticated polish to the visual execution, proving that even the most established food brands can pivot toward elevated, tactile storytelling that resonates deeply with modern consumer sensibilities.

Cheez It · Eating the Clock

In the latest installment of the Cheez-It brand campaign, Eating the Clock, the snack giant leans into its penchant for irreverent, offbeat humor by enlisting the deadpan prowess of actor Simon Pegg. The narrative-driven commercial finds Pegg comfortably ensconced within the Cheez-It Couch Committee, set against the backdrop of a moodily lit, wood-paneled study that lends a surprising, almost stately gravity to the absurd scenario. As the action unfolds, a mechanical cuckoo clock arm darts from the wall to deliver a perfectly timed cracker directly to the talent, a sequence captured with precision through high-end live-action technique and expertly utilized slow motion. This marriage of polished cinematic aesthetic and slapstick comedy effectively bridges the gap between traditional food and beverage advertising and modern narrative entertainment. With creative heavyweights BBDO New York, Murphy Cobb & Associates, and Superfriends steering the production, the work avoids the pitfalls of generic CPG marketing. Instead, it prioritizes a cohesive, witty visual identity that highlights the tactile quality of the leather furniture and the iconic snack itself. The result is a memorable, lifestyle-oriented spot that feels less like a traditional commercial and more like a carefully crafted vignette, proving once again that a commitment to absurd humor remains one of the most effective tools for brand engagement in a crowded marketplace.

Cheez It · Helmet Stickers

In a delightful subversion of sports-marketing norms, this latest campaign for Cheez-It leans into the absurdity of fandom by transforming the ritual of helmet stickers into an irreverent study of snack devotion. Developed by the creative minds at BBDO New York and Murphy Cobb & Associates, the commercial production centers on a motley group of enthusiasts gathered within the warm, wood-paneled confines of a library-inspired set. The centerpiece of their fervent discussion is a television display showcasing a football helmet adorned with an eclectic array of custom stickers, a visual anchor that highlights the brand's commitment to playful engagement. Through a polished live-action technique, the narrative captures a high-energy lifestyle atmosphere where, among the casual, sports-inspired attire, one protagonist makes a bold sartorial statement in a head-to-toe suit patterned after the iconic cracker itself. Produced by Superfriends, the cinematic quality of the piece grounds the surreal humor in a tangible, relatable world. Boxes of Cheez-It crackers are woven seamlessly into the environment, appearing as curated artifacts on shelves rather than forced product placements. The result is a cohesive CPG spot that effectively balances brand recognition with a comedic, self-aware edge, proving that even the most niche traditions are ripe for a crunchy, snack-fueled reinvention that resonates deeply with a modern, stadium-loving audience.

Cheez It · Big Money Donors

Cheez-It leans hard into the spectacle of football season with its Big Money Donors campaign, a comedic commercial that playfully subverts the seriousness of sports-themed boardroom politics. Set within a library-like chamber draped in wood-paneled nostalgia, the narrative centers on an eccentric Couch Committee tasked with the absurd responsibility of snack-time logistics. The execution features an anthropomorphic cheese wedge sporting a football helmet, surrounded by a diverse cast engaged in a mock-serious deliberation over their snack preferences. This project masterfully navigates the intersection of CPG marketing and entertainment, utilizing a sharp, cinematic approach to ground the brand firmly within the broader sports culture landscape. The creative output, delivered by BBDO New York and production house Superfriends, relies on a live-action technique that prioritizes character-driven humor over typical product-focused messaging. By blending warm, cozy interior aesthetics with the high-stakes energy of a professional draft room, the spot feels both elevated and accessible. Every frame acts as a nod to the dedicated fan base that views snack consumption as a communal ritual rather than a casual habit. Through its lighthearted execution, the brand successfully bridges the gap between traditional broadcast advertising and modern, lifestyle-focused content, ensuring that Cheez-It remains a central, authoritative figure at every game-day viewing party throughout the season.

Cheez It · Lesson 8 Hoops

This commercial for Cheez-It, titled Lesson 8 Hoops, features a professional athlete training within a sports venue. The spot captures the player as he balances intensive drills with product-focused breaks, incorporating a large prop that anchors the narrative to the brand. Produced by CONTENDER, the piece utilizes dynamic indoor lighting to maintain a sharp, athletic aesthetic. The production leans into a clean, live-action technique to highlight the interaction between the performer and the product in a high-energy gymnasium setting.

Cheez It · Cheez It - Lesson 34 Hype Song

Cheez-It presents a new commercial film featuring a professional athlete in a locker room setting. The spot highlights the product alongside a stylized cheese wheel character to build on a sports-themed narrative. Developed by CONTENDER, the project utilizes live-action techniques and clean studio lighting to maintain a sharp, high-production look. The campaign features a horizontal format suited for broadcast and digital media distribution within the packaged food industry.

Cheez It · Night Sky

Cheez-It explores a nocturnal setting for its latest CPG campaign, 'Night Sky'. The commercial follows a woman enjoying Cheez-It Snap'd in an outdoor party environment, leaning into a cinematic and desaturated aesthetic to define the mood. Produced by M ss ng P eces with agency creative from Leo Burnett Chicago, the spot utilizes live-action technique layered with VFX/visual effects. The visual language relies on cool-toned ambient light and dramatic overhead beams to anchor the product within the scene.

Cheez It · Comp