Cheez It
Eating the Clock
Sep 2026
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.
Humorous, Lifestyle, Commercial, Cinematic
Live-action Technique, Slow motion
CPG / Packaged Food, Food & Beverage
