Cheez It

Sep 2026

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.

Commercial, Cinematic, Warm, Clean, Tactile

Live-action Technique, Motion Graphics

CPG / Packaged Food, Food & Beverage