Ashton Kutcher is ready to smash a cheetle-covered crate in new Cheetos Super Bowl teaser


It is a more common social evil than any good-hearted person would like to believe. But it’s true: almost half of Americans admit to snacks their loved ones.

The news is getting worse. Of the 48% who admit sneaking snacks to friends and family, according to a recent Morning Consult poll, one in four admits to snacks on a regular basis. With this information out in the open, how are we supposed to continue to trust those we care about – and who supposedly care about us?

The crimes against Ashton Kutcher

Surely this is the existential crisis actor Ashton Kutcher is facing right now. In the new 30 seconds of Cheetos super bowl teaser, released today, Kutcher is presented with what appears to be clear evidence of wrongdoing. He flips through a series of photographs, compiled in an unmarked manila envelope next to an empty Cheetos Crunch Pop Mix bag (a recently released snack that combines the classic Cheetos and Cheetos Popcorn). Examining the documentation, Kutcher softly mumbles an “Oh my God”.

When it gets to the empty snack bag, everything seems to click. “I knew it,” Kutcher said with a shocked expression.

Cliffhanger Whodunnit

But to find out what Kutcher knew from the start, fans will have to wait until February 7. That’s when Cheetos advertised in Super Bowl 2021 for the second year in a row.

In 2020, the brand made its first Big Game appearance in 11 years in a commercial that featured its new product Cheetos Popcorn and starred MC Hammer. As part of the artist’s hip-hop classic “U Can’t Touch This”, the ad also introduced the concept of Cheetle– the official name of the dust that covers the fingers after carrying a handful of Cheetos (or several) from the bag to the mouth.

Cheetos Crunch Pop (Re) Mix

After last year’s success, “we had to put together both our product and our Super Bowl campaigns this time around,” said Rachel Ferdinando, SVP and Marketing Director for Frito-Lay North America.

With the new Cheetos Crunch Pop Mix, “I humbly believe we have accomplished this,” she added. “And we’re bringing him to the bigger stage with the help of the talented Ashton Kutcher, who we’re delighted and honored to work with.

Frito-Lay announced earlier this week that he bought three ad slots in this year’s Super Bowl, his biggest ad presence in the game to date. In addition to Cheetos, PepsiCo’s snack subsidiary will also dedicate a spot to Doritos, and the third will be a portfolio spot featuring multiple brands and starring NFL legends Troy Aikman, Deion Sanders and Peyton and Eli Manning.

But when it comes to Kutcher’s Cheetos thief mystery, Morning Consult data suggests the abuser may be living under the actor’s roof. And while the brand is unwilling to give any clues as to their identity, the undercover photographs appear to depict a dark-haired woman. Could it be none other than Mila Kunis? We will have to wait for the Big Game to see.



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