Cannes Lions

It Wasn't Me

HUNGRY MAN, New York / CHEETOS / 2021

Presentation Image
Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

Shaggy advises Mila Kunis to recite the titular line of his decades-old hit "It Wasn't Me" after getting caught orange-handed by her husband Ashton Kutcher in Cheetos' Super Bowl LV commercial.

The beloved Hollywood couple remixes the chart-topping hit by the Grammy-winning Jamaican reggae artist to summarize how Kunis has been sneaking around the house with Kutcher's bag of Cheetos Crunch Pop Mix, a combination of Cheetos Popcorn with Cheetos Crunchy that debuted in January. The minute-long commercial will air during Super Bowl LV on Sunday (Feb. 7).

Idea

"It Wasn't Me" hit No. 1 on the Billboard Hot 100 exactly 21 years ago, on Feb. 2, 2000. The single from the multiplatinum album Hot Shot highlights Shaggy encouraging featured artist Ricardo "RikRok" Ducent to deny to his suspicious girlfriend that he slept with another woman -- even though he definitely did. Two decades later, Shaggy is encouraging Kunis to get away with something much less damaging to her relationship, while advising Kutcher to get a tighter grip on his property.

Similar Campaigns

12 items

2 Cannes Lions Awards
Cheetle in Cheadle

CITIZEN RELATIONS, Toronto

Cheetle in Cheadle

2023, CHEETOS

(opens in a new tab)