Super Bowl 43: Cheetos

Chester the Cheetah inspires a young lady to do the right thing: send some birds to attack a chatty dumb Paris Hilton type.

Chester appears as a moving stuffed animal instead of the usual cartoon type. With this rendition of the snack icon, I get the feeling that his beard is an outgrowth of wisdom and knowledge. This version of the cheesy mammal exudes a sage predisposition... I hope there are more ads to come in this campaign.

Cheetos does a great job of transforming themselves from the paper bag lunchtime commodity to the sophisticated snacking solution.

For a total mind numbing experience, check out Cheetos.com.

Agency: Goodby, Silverstein & Partners

Guru Grade: 7 / 10