Snack-time chaos arrives in Jericho thanks to a new collaboration between Cheetos and TV show Wednesday. In a 90-second spot from PepsiCo Mexico packed with spooky vibes, the brand reimagines the Netflix show’s gothic town as the setting for a quirky twist: an ordinary day is disrupted by the sudden appearance of a vending machine filled with Cheetos. At the heart of the ad is Thing, the series’ iconic disembodied hand, who finds itself facing a hilariously tricky challenge: trying to open a bag of chips using just four fingers and a thumb.
The content film, which brings the City of Jericho and its residents to life, was directed by Nicolás Pérez Veiga and produced by Primo in partnership with Mirada, the original post-production studio behind Wednesday. It also stars Victor Dorobantu, the actor behind the iconic character “Thing,” and features the classic song “La Llorona” performed by Chavela Vargas. The project was created by Isla México in collaboration with Netflix.
Cheetos and Wednesday have built a strong collaboration around the show’s second season, which kicked off in the U.S. in July, marked by a playful stunt where Thing left orange “Thingerprints” across New York’s Times Square.
“At PepsiCo, we are determined that our brands become benchmarks of innovation, connecting with what our consumers are passionate about. The collaboration between Cheetos and Wednesday is the perfect example of how an iconic snack can meet a global entertainment phenomenon to create unique experiences,” commented Daniel Díaz, Marketing Director for PepsiCo Mexico.
