James Swift

22 June 2021

Cannes Lions: Creative Strategy Winners 2021 

Cheetos is the Grand Prix-winner in this year’s Creative Strategy category at Cannes

Cheetos has won a Grand Prix in the Creative Strategy category at Cannes for its 2020 Super Bowl ad featuring MC Hammer.

The ad – which was created by Goodby Silverstein & Partners, San Francisco – is called Can’t Touch This and promotes Cheetos Popcorn.

The 40-second TV spot depicts a man who is able to get out of irritating obligations, like helping to lift a couch or handling paperwork, because his hands are covered in dust from eating Cheetos Popcorn.

Each time the man successfully avoids an interaction because of his Cheetos hands, rapper MC Hammer (real name Stanley Kirk Burrell) appears in a surprising place to sing a line from his hit 1990 song ‘U Can’t Touch This’.

The Can’t Touch This ad was Cheetos’ first Super Bowl ad in over a decade.

The brand refers to the orange dust that collects on your fingers when eating its snacks as ‘cheetle’.

Gold Lions Winners 

The Connected Island for Three Ireland by Boys And Girls, Dublin

Project Free Period for Stayfree Sanitary Napkins by DDB Mudra, Mumbai

What’s Your Name for Starbucks by Iris, London

Cannes Deconstructed 

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