Distasteful Ad from Cheez-It

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One Million Moms has received many complaints regarding Cheez-It's latest ad campaign, “Cravings Can Happen Anywhere.” Unfortunately, the campaign’s theme, focused on absurd irresistibility, features offensive sexual innuendos with an extremely sensual message between two males.

In response to increased competition from other salty snacks, Cheez-It is banking on the new ad campaign that highlights how a consumer’s intense desire for the cheesy squares can hijack any time or place.

In “The Boyfriend” commercial, what appears to be a classic meet-the-parents moment goes wrong when a daughter introduces her boyfriend to her dad. The moment takes a strange turn when a hypnotic craving occurs, and a single Cheez-It cracker begins to hover in front of the dad’s mouth.

The boyfriend leans closer to her father’s face and murmurs, “Oh wow. You are even yummier and saltier in person. If I could just…”

Confused, the father pauses while the boyfriend lunges forward not for a handshake, but for a bite of the floating Cheez-It, which looks suspiciously like a kiss on the mouth.

Just before their lips touch, the video cuts to the boyfriend snacking on a box of Cheez-It crackers while the shocked father-daughter duo discusses their awkward encounter in the background.

The ad ends with the catch phrase “Cravings can happen anywhere.” The official Cheez-It YouTube video mentions, “Don’t let your future in-law stop you from satisfying your cheesy, salty cravings.”

Cheez-It has disabled the comment section on its YouTube video of this inappropriate commercial.

Apparently, Cheez-It executives do not care how damaging and destructive such ads are to children. Everyone knows kids repeat what they hear and see. This ad demonstrates weak marketing, and Cheez-It should have the corporate responsibility not to use an age-old euphemism for innuendos that offend families.

Let Cheez-It know that, as a parent and a consumer, you are disgusted by its recent irresponsible marketing choices.

If you agree that this marketing campaign is inappropriate, please sign our petition urging Cheez-It to cancel “The Boyfriend” commercial immediately.

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