Cheetos Made a Touch-Free House for Those With Cheese-Dust Hands

In an initiative tied to SXSW, Cheetos suggests that “Cheetle”—its name for the yummy orange dust that stains fingertips after a binge—inspired touch-free technology.

To illustrate this conceit, the PepsiCo brand will unveil a “Hands-Free House” at the event in Austin, Texas, this week, with innovations in facial recognition, robotics and voice-activated applications on display:

The house itself looks a tad dystopian on the outside—which feels appropriate, actually.

This entertaining :60 from Goodby Silverstein & Partners and Biscuit Filmworks director Aaron Stoller amplifies the concept with a terrifyingly truthful kicker:

Indeed, our Silicon Valley overlords wind up “filthy rich,” while we get cheesy thumbs. Still, that smug self-driving A.I. seems waaaay less scary than those Boston Dynamics bots that GS&P and Stoller partied with for Sam Adams.

“When thinking about how to bring this commercial to life experientially, SXSW felt like the right place, since the ‘Hands-Free House’ combines technology, culture and food,” explains Stacy Taffet, Cheetos SVP of marketing for North America.

Outfitted with Alexa-controlled devices, the activation “immerses guests in a home that’s completely Cheetle-friendly,” she says. “It features tech-enabled entry, smudge-free remote controls and voice-operated appliances. Every room was carefully designed to showcase how technology can be used to power everyday activities that normally require two hands.”

You could just wash your hands. But why bother?

Now, it’s Hammer Time! Cue Cheetos’ 2020 Super Bowl spot starring one tasty MC—and Cheetle galore!

CREDITS

Brand: Frito-Lay/Cheetos
Ad Agency: Goodby Silverstein & Partners

Creative
Partner: Jeff Goodby
Partner: Rich Silverstein
Chief Creative Officer: Margaret Johnson
Creative Director: Stefan Copiz
Creative Director: Eamonn Dixon
Senior Art Director: Fabio Santoro
Senior Copywriter: Pedro Furtado

Production
Executive Producer: Sara Ward
Producer: Charlotte McConnell

Account Services
Account Director: Chris Nilsen
Account Director: McKenzie Badger
Account Manager: Daney Ramirez
Assistant Account Manager: Aimee Fung

Brand and Communication Strategy
Group Brand Strategy Director: Ralph Paone
Brand Strategy Director: Gabriella Dishotsky
Junior Brand Strategist: Kelly Kikuchi
Communication Strategy Director: Caitlin Neelon
Senior Communication Strategist: Jacob Sperla

Business Affairs
Associate Business Affairs Manager: Howie Mapson
Broadcast Traffic Manager: Rowena Cuejilo

Frito-Lay Cheetos Brand Team
SVP Brand Marketing Director: Stacy Taffet
SR Brand Director: Jessica Spaulding
Marketing Director: Melody Macaluso
Brand Manager: Dorothy Doan
Strategic Insights Director: Brodie Dunn

Production Company
Company name: Biscuit Filmworks
Director: Aaron Stoller
Partner / Managing Director: Shawn Lacy
Executive Producer: Holly Vega
UPM: Jay Veal
Producer: Jennifer Walker
Head of Production Sean Moody
Director of Photography: Jody Lee Lipes
Production Designer: Jeremy MacFarlane

Editorial Company
Company name: Arcade
Editor: Jeff Ferruzzo
Assistant Editor: Dean Miyahira
Producer: Tom Barnett
Executive Producer: Crissy DeSimone

Telecine
Company name: Co3
Colorist: Tim Masick
Senior Color Producer: Kevin Breheny

VFX/Finishing
Company name: Parliament

Sound Design and Music
Music: Assemble Sound

Mix
Company name: Lime
Mixer: Joel Waters
Assistant Mixer: Collin Thomas
Executive Producer: Susie Boyajan