Cheetos has just dropped a gloriously weird and wonderful campaign to mark the return of Wednesday on Netflix this August. And its new ambassador is none other than Thing, the disembodied hand and fan-favorite from the hit series.
In this darkly humorous, pop culture-packed activation, Thing takes center stage as Cheetos’ new “spokes-hand,” bringing together powdered cheese, street marketing chaos, and gothic flair in a way only Cheetos could.
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The campaign kicks off with a 30-second spot where Thing auditions for the role of Cheetos brand ambassador.
What follows is a full-blown street takeover: from narrowly escaping a giant LED screen in Times Square to leaving behind signature orange “cheetle” dust across New York, coating taxis, Gatorade billboards, and even a mini Statue of Liberty in its wake.
It’s the kind of snack troublemaking that Cheetos does best, now with a gothic twist.
This 360° campaign blurs the line between fiction and real life. Beyond the out-of-home stunts, the campaign extends to social media with TikTok-style videos mimicking user-generated content. Locals stumble upon mysterious trails of cheetle in their apartments, subways, and sidewalks, only to be jump-scared by Thing creeping out of unexpected places. The tone? Purposefully odd, slightly spooky, and totally scroll-stopping.
To top it all off, Cheetos has released a special-edition product: Flamin’ Hot Fiery Skulls, a goth, peppery take on the classic snack, shaped like skulls and wrapped in jet-black packaging straight out of the Wednesday aesthetic playbook.
This campaign is classic Cheetos: playful, chaotic, and just the right amount of unhinged. By casting Thing—a literal icon of outsider energy, as its hero, Cheetos speaks directly to the “Wednesday weirdos” of the world: the snack lovers who proudly wear their orange dust like a badge of honor.
