Cheetos’ “Other Hand” campaign is a humorous and relatable initiative celebrating fans who dedicate their dominant hand to enjoying Cheetos, leaving their non-dominant hand to handle everyday tasks.
The campaign highlighted the amusing mishaps that occur when people attempt to navigate daily activities with their “other hand,” all in the name of preserving the cheesy goodness on their fingers. Key Components:
- Celebrity Partnership: NBA star Jamal Murray was featured in the campaign, showcasing his own struggles with using his non-dominant hand during games, leading to missed high-fives and other playful blunders.
- Digital Advertisements: A series of five digital spots depicted various scenarios where individuals faced challenges using their non-dominant hand while their dominant hand was occupied with Cheetos. These included a baker ruining a cake, a sketch artist drawing a distorted image, and a football player failing to make a proper pass.
- Out-of-Home (OOH) Activations: Cheetos executed creative OOH stunts, such as a New York Times ad filled with intentional typos and a poorly parked car in New York City, to illustrate the humorous consequences of using one’s “other hand.”
- Interactive Engagement: The brand introduced “The Other Hand Font,” a quirky typeface designed to mimic handwriting with the non-dominant hand. Fans were encouraged to use this font in their communications and share their creations on social media, embracing the campaign’s playful spirit.
The “Other Hand” campaign effectively resonated with audiences by turning a common snacking experience into a shared, humorous narrative. By embracing the messiness associated with enjoying Cheetos and encouraging fans to participate in the fun, the brand strengthened its connection with consumers and reinforced its identity as a playful and relatable snack choice.
AWARDS
One Show 2025
CREDITS
Client: Cheetos (Frito-Lay North America). Chief Creative Officer (Client): Chris Bellinger. Agency: Goodby Silverstein & Partners, San Francisco. Chief Creative Officer (Agency): Margaret Johnson. Executive Creative Directors: Eamonn Dixon, Stefan Copiz. Creative Director: Rich Silverstein. Copywriter: Pedro Furtado. Art Directors: Fabio Leite Santoro, Cale Berry. Font Design: Rich Silverstein. Production Company: Dummy. Director: Harold Einstein. Director of Photography: Glynn Speeckaert. Production Designer: Patrick Lumb. Service Production Company: The Lift. Service Producer: Natalia Casanova. Visual Effects Company: The Mill. VFX Supervisor: John Leonti.
