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Dec 6, 2023

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1 The Effectiveness of the Cheetos Super Bowl Commercial 2021 Rémy Vergnes Grand Canyon University English ENG-105 Joseph Alnether 11/02/2023

2 Introduction In the realm of advertising and marketing, crafting a compelling and effective commercial is a multifaceted challenge that demands a deep understanding of branding, cast selection, and sound design. A well produced commercial holds substantial influence over a brand’s perception, strikes a chord with its audience, and etches a memorable impact. The 2021 Cheetos Super Bowl Commercial, ranting a star-studded lineup with Mila Kunis, Ashton Kutcher, and the iconic performance by Shaggy, exemplifies this effect. "It Wasn't Me," stood out as one of the most talked-about advertisements of its time. While the Cheetos Super Bowl Commercial of 2021 showcases a star-studded cast, a catchy tune, and a humorous storyline, a closer examination reveals areas in branding, cast selection, and sound design that require revision for more effective advertising. This analysis aims to critically evaluate these elements and propose specific enhancements, ultimately asserting that targeted improvements will better position the commercial in the competitive landscape of advertising, ensuring its success in achieving its intended goals. Branding The advertising effectively conveys the brand message, yet some adjustments are recommended. The foundation of a successful advertisement is the effective establishment of the brand message. As suggested by Romaniuk (2009), “an advertisement must etch the brand identity into the buyer's memory to ensure easy recall during a buying situation” (p.143). In this aspect, the Cheetos Commercial excels. The iconic orange color specific to Cheetos is prominently featured throughout the commercial, reinforcing the brand's identity. The vibrant orange hue not only identifies the product but also creates a memorable visual association. However, there is a minor concern regarding the portrayal of orange residue on surfaces, which might inadvertently convey a messy image of the product. A slight revision in this aspect could

3 prevent the negative connotation of messiness, ensuring that viewers perceive Cheetos as a delightful and enjoyable snack without any unintended connotations Cast The impact of the advertising was all the more supported by the casting which was very well-chosen. C elebrities in advertisements, such as Mila Kunis, Ashton Kutcher, and Shaggy in the Cheetos Commercial, add credibility to the brand and make the advertisement more appealing and relatable to viewers. The choice of these high-profile celebrities enhances the brand's message and creates an emotional connection with the audience . Jain et al. (2009) underline the importance of celebrities in advertisements, emphasizing that “they help build credibility for the brand and add value to the brand endorsed” (p.9). Cheetos understood this concept exceptionally well and successfully implemented it in their Super Bowl Commercial. The casting choices in this advertisement extend beyond just the selection of actors and encompass the entire setting. Mila Kunis and Ashton Kutcher, known for their roles in film and television, engaged the commercial with their star presence, instantly captivating and connecting with the audience. Their chemistry and humor brought an endearing charm to the ad, enhancing its relatability. Shaggy’s inclusion further contributed a layer of humor to the advertisement.The choice of a high-profile celebrity couple as well as Shaggy perfectly highlights the brand's message. Their inclusion not only adds a layer of credibility but also brings an emotional connection to the commercial, creating an environment where viewers want to be part of the fun and enjoyment presented by Cheetos. Sound The sound in this advertisement plays a vital role. The role of music and sound design in creating an emotional connection with the audience cannot be understated. Music and sound design play a crucial role in creating an emotional connection with the audience. As Alkebulan

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