Cheetos
U Can't
Touch This
Global Creative Director.
The project
Anyone who’s eaten Cheetos knows the messy orange “Cheetle” dust. Until you’ve licked your fingers clean, you can’t touch anything. That truth became the comedic engine for Cheetos Popcorn’s Super Bowl creative, starring MC Hammer and his iconic line, “U Can’t Touch This,” and launching Cheetos Popcorn into the world.
At Meta, we extended the campaign into social and made it participatory by partnering with the agency and the Cheetos team to create a “mini MC Hammer” AR lens for Facebook and Instagram Stories. It brought Hammer’s energy into fans’ own content with an animated, can-sized cameo and his signature “Typewriter” move.
