Cheez It

Sep 2026

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.

Documentary, Humorous, Commercial, Cinematic

Live-action Technique

CPG / Packaged Food, Food & Beverage