Cheetos' Other Hand campaign by Goodby Silverstein & Partners launched in the United States in May 2025, winning Best of Show at the American Advertising
ARCHIVECheetos Other Hand Proves One Snack Can Break the Internet in 2025
Cheetos' "Other Hand" is an integrated content and digital campaign created by Goodby Silverstein & Partners, launched in the United States in May 2025, built on the insight that 99% of people eat Cheetos with their dominant hand, using the premise to explore the awkward, humorous consequences of switching to the other hand.
The campaign arrives as the fifth consecutive year of Cheetos' long-running "It's a Cheetos Thing" platform, which, according to reel360.com, began around 2020. Rather than inventing a new brand territory, Goodby Silverstein & Partners deepened an already established creative world, finding fresh comedy in a single, deceptively simple behavioural truth. The campaign spans content, digital, and integrated media channels, deploying a unified concept across video, out-of-home, packaging, and experiential touchpoints to build cumulative cultural presence across the US market.
At the center of the campaign is NBA star Jamal Murray, whose on-court identity as a dominant-hand athlete makes him an ideal protagonist for a story about what happens when that dominance is stripped away. The casting is deliberate: in the United States, professional basketball carries enormous cultural currency among the snack-buying demographic, and Murray's presence gives the campaign both sporting credibility and broad entertainment appeal. Frito-Lay, the PepsiCo division that owns the Cheetos brand, greenlit a campaign that prioritised comedic storytelling over product promotion in the conventional sense — a strategic posture consistent with how Cheetos has operated inside the snack category for several years. The Clapboard Score for "Other Hand" is 79 out of 100, reflecting strong creative cohesion, cultural relevance, and multi-channel integration.
Cheetos operates inside one of the most competitive segments of the United States food market. North America accounted for approximately 34% of global savory-snacks revenue in 2025, the largest regional share of any market, according to marketintelo.com. Within that landscape, PepsiCo — through its Frito-Lay division — is identified as the market leader in global savory snacks, per marketdataforecast.com, giving Cheetos a structurally advantaged position that still requires sustained brand investment to maintain.
The competitive context matters. Rival snack brands including Mondelez International and Kellanova compete aggressively for shelf space and cultural attention in the United States, deploying celebrity partnerships, limited-edition flavours, and social media activations at scale. Against that backdrop, Goodby Silverstein & Partners chose a different lever: a proprietary behavioural insight. The claim that 99% of people eat Cheetos with their dominant hand, cited by aaf.org and reel360.com, functions less as a product fact and more as a strategic door — one that opens onto an endless supply of relatable, shareable comedy. By rooting the campaign in something consumers recognise from their own couch experience, Frito-Lay sidesteps the arms race of spectacle and instead builds brand affinity through identification.
This approach also extends the "It's a Cheetos Thing" platform into a fifth year without creative fatigue. As reported by marketingdive.com, the campaign received positive coverage upon its January 2025 review cycle, suggesting that trade and consumer audiences alike responded to the strategic continuity. In a snack category where novelty is the default currency, Cheetos and Goodby Silverstein & Partners demonstrate that a durable platform insight, consistently executed, can outperform the churn of one-off ideas.
"Other Hand" is directed by Harold Einstein and Pedro Penna, a collaborative pairing that brings both comedic timing and visual precision to the campaign's central performance. Production was handled by Dummy, also credited as Kollectiff Dummy, according to Little Black Book. The film's director of photography is Glynn Speeckaert, with production design by Patrick Lumb — both credits documented by lbbonline.com — giving the campaign a visual language that feels cinematic without losing the warmth required for snack-brand comedy.
Editing was handled by Dave Anderson, with sound and music production by Sonic Union, per lbbonline.com. Visual effects and finishing were completed by The Mill, with John Leonti serving as VFX supervisor and creative director on that work, also per lbbonline.com. The depth of the production roster signals that Frito-Lay treated this as a flagship creative asset rather than a tactical content piece — a distinction visible in the polish of the final work. Chief creative officers Margaret Johnson and her counterpart at Goodby Silverstein & Partners led the creative direction, as documented by lbbonline.com and mediapost.com.
The campaign's integrated architecture extends the comedic premise across out-of-home executions, packaging and limited-edition design, and digital content — a breadth that earned separate recognition in multiple award categories. The use of NBA star Jamal Murray as the campaign's lead talent is a casting decision that rewards close attention: Murray's professional identity is inseparable from hand dominance, making him not merely a celebrity face but a structurally relevant protagonist. The result is a campaign whose humour feels earned rather than imposed, rooted in character and situation rather than slapstick or spectacle.
ARCHIVE"Other Hand" accumulates one of the more substantial awards records of any United States snack campaign in 2025. The American Advertising Federation named the campaign Best of Show at the 2025 American Advertising Awards on June 7, 2025, according to aaf.org. This represents the second Best of Show win for Goodby Silverstein & Partners for a Cheetos campaign within three years, also per aaf.org — a remarkable instance of sustained creative excellence on a single brand account.
At The One Show 2025, the campaign received a Best of Discipline Pencil in Integrated and Omnichannel, a Gold Pencil in Integrated and Omnichannel Campaign, and a Gold Pencil in Use of Humor, according to The One Club. Additional recognition from The One Show included a Design Merit Award in Packaging and Specialty and an Out of Home Merit Award in Billboards and Transit, per oneclub.org. The ADC Awards 2025 added an Advertising Gold Cube in Integrated and Traditional and an Advertising Silver Cube in Storytelling and Humor, as documented by aaf.org.
No independent third-party media or sales performance data for "Other Hand" is publicly available at the time of publication. The structural case for effectiveness, however, is clear. A campaign that wins across integrated, humor, out-of-home, and design categories simultaneously has demonstrated genuine multi-channel coherence — the kind that reaches consumers at multiple touchpoints with a consistent message. For a brand like Cheetos operating in the competitive United States snack market, that coherence translates directly into the brand salience metrics that drive long-term category leadership.
"Other Hand" is an integrated campaign for Cheetos created by Goodby Silverstein & Partners and launched in the United States in May 2025. Built on the insight that 99% of people eat Cheetos with their dominant hand, it stars NBA star Jamal Murray and spans video, digital, out-of-home, and packaging across the US market.
Goodby Silverstein & Partners created the campaign for Cheetos and its parent company Frito-Lay. Directors Harold Einstein and Pedro Penna led production through Dummy, with VFX by The Mill, editing by Dave Anderson, and sound by Sonic Union, as documented by lbbonline.com.
"Other Hand" won a Best of Discipline Pencil in Integrated and Omnichannel, two Gold Pencils in Integrated Campaign and Use of Humor, plus Merit Awards in Packaging and Out of Home at The One Show 2025, according to oneclub.org. The campaign also won Best of Show at the 2025 American Advertising Awards, per aaf.org.
Jamal Murray's professional identity as a dominant-hand basketball athlete makes him a structurally relevant protagonist for a campaign about switching hands. His casting gives the Cheetos Other Hand campaign sporting credibility and broad entertainment appeal in the United States snack market, where basketball carries significant cultural weight among core consumers.
"Other Hand" represents the fifth year of Cheetos' "It's a Cheetos Thing" platform, which began around 2020 according to reel360.com. Goodby Silverstein & Partners extended the platform's established creative world with a new behavioural insight rather than replacing it, demonstrating sustained strategic consistency across five years in the US snack category.
The Cheetos Other Hand campaign holds a Clapboard Score of 79 out of 100. The score reflects strong creative cohesion, effective use of humour, cultural relevance in the United States market, and successful integration across content, digital, out-of-home, and packaging channels within the competitive 2025 snack category.
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