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LESS SERIOUS. MORE FUN. CHEETOS.
Kids had endless snacks to choose from. Cheetos needed a clear reason to stand apart.
The difference was already in the product: bright yellow, puffy, and impossible to take seriously.
That observation became Less Serious. More Fun., a campaign built around a sense of humor kids and their parents could share.
I was the copywriter on the campaign at BBDO Argentina.
Shrink and Pumpkin were the first live-action Cheetos commercials developed for the Southern Cone.
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