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With Ads of the Weird, MSNBC.com takes a look at some of the oddest, most eye-catching, controversial and just plain interesting advertising out there today. Primary writer Allison Linn covers the retail and advertising industries for MSNBC.com. The Ads of the Weird team is always interested in hearing what ads have caught your attention, whether it's online, on television or in print.


Random acts of meanness

Posted: Tuesday, June 03, 2008 3:00 AM by Allison Linn
Filed Under:

We’ve heard a lot of talk lately about how young people in this country want to feel inspired. The makers of Cheetos apparently think that they want to be inspired to do mean things to other people.

The company’s ad campaign, dubbed Orange Underground, consists of a series of commercials in which a cartoon Cheetos mascot goads people to use the orange squiggly snack for evil.

In one commercial, an office worker passes by the desk of a "neat freak," and smashes Cheetos into his computer and ear phones. In another, a woman upset by another patron at a Laundromat drops some Cheetos into her load of whites. In yet another, a woman sticks Cheetos up the nose of a snoring seatmate on an airplane.

Cheetos

There are lots of examples of slightly malevolent high jinks being used for legitimate laughs, but usually those jokes work because the viewer – and even the target – knows they are meant to be in good fun. These commercials show people being so blatantly mean, and with little or no provocation, that it just leaves a bad taste in your mouth.

What’s more, the random acts of meanness aren’t even original. Messing up someone’s desk? Putting something up someone’s nose? It sounds like the type of things a third grader would come up with.

The makers of Cheetos apparently also thought it would be funny if the public engaged in similar pranks. A Web site offers tips for how to use Cheetos to spread some real-life badwill, as part of a campaign dubbed "Random Acts of Cheetos." Suggestions include dumping Cheetos in your boss’s car and making "itching powder" out of Cheetos and other ingredients. Instead of coming off as edgy and funny, the whole thing smacks of middle-aged marketers trying too hard to appeal to the "Grand Theft Auto" demographic.

Another link encourages people to post their own Cheetos-related videos, which some users have done. Sure, that makes for free publicity, but sometimes you get what you pay for.

Click here to go to the site and see the ads.

 

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Comments

When did Chester turn evil?

DC, Los Angeles, CA (Sent Tuesday, June 03, 2008 8:52 AM)

ALLISON LINN , GET A LIFE. FIND SOMETHING IMPORTANT TO REPORT ON. THE ADS ARE FUNNY. I HAVE BEEN A TARGET OF A CHEETOS PRANK AND YES, IT WAS FUNNY AS HELL. THERE IS NOTHING MALICIOUS ABOUT THESE ADS. YOURE THE ONLY ONE TRYING TO START TROUBLE.IF YOU ARE THAT DESPERATE TO GET A STORY IN PRINT, PERHAPS IT IS TIME TO CONSIDER A NEW CAREER.CHEETOS ROCK!!!

STEVE S. (Sent Tuesday, June 03, 2008 9:52 AM)

Thi is what is wrong with  this world.  Is it NOT okay to be mean to others, it is NOT okay to destroy other peoples property.  These ads are NOT funny in the least.      I am a marketer, and not that old   (34), and I find these ads offensive if I am the demographic that is supposed to find this appealing.  

Shouldn't we all be trying to make the world a better place?

shannon sutton (weston, ct) (Sent Tuesday, June 03, 2008 10:02 AM)

Isn't there also one where a couple guys make beards out of Cheetos and confuse the living crap out of a lady behind a desk? I thought that one was funny, only because no one was hurt and there was no property damage; the only damage they caused was to the poor woman's psyche, since she'll probably obsessively puzzle over the meaning behind the whole thing until she ends up sobbing in the fetal position, but that's all in good fun, isn't it?

Anyway... I didn't exactly laugh out loud at the random acts of meanness, like the laundromat ad, even though we all want to do something like that from time to time. Most of us, however, simply exert our frustrations through aggressive behavior in traffic, behavior in which we would never engage when face to face with another person. Unless, perhaps, we're armed with a shopping cart. Man, it was funny when, as an adult, I watched my mom nearly ram another lady with her shopping cart and then mutter, "Well, then get out of the damn way." But I digress.

If only I had a bag of Cheetos within reach... I'm itching to stuff them up someone's nose in the worst way.

Venus Doom, NJ (Sent Tuesday, June 03, 2008 10:20 AM)

With all the ways to sell a product Cheetos had to choose this. Disgusting and in this case they have lost another customer.

Peter Stuebing (Sent Tuesday, June 03, 2008 10:54 AM)

I just watched the commercials on You Tube and thought they were hilarious! Good job Cheetos marketing team...

SG, Florence, KY (Sent Tuesday, June 03, 2008 11:11 AM)

"We’ve heard a lot of talk lately about how young people in this country want to feel inspired. The makers of Cheetos apparently think that they want to be inspired to do mean things to other people."

The "Orange Underground" ads are not aimed at young people. Slate's Ad Report Card tackled these ads back in March and reported "According to Cheetos brand manager Tyler Reeves, a full 60 percent of all Cheetos consumption is by adults."

With Cheetos being perceived as a child's junk food, eating them becomes something that adults want to do - but shouldn't do - like putting cheesey snacks in someone's laundry. The ads make eating Cheetos a "safe" trangression for adults - something you aren't supposed to be doing, but CAN do, without anyone getting hurt.

We all want to do things we know we shouldn't, and there's a certain trill in trangression, Cheetos is hoping to use this to their advantage.

ARM, Bothell, WA (Sent Tuesday, June 03, 2008 11:59 AM)

its not cool to be mean to people who are different chester ;(

aliuro phila, davenport, fl (Sent Tuesday, June 03, 2008 12:15 PM)

Those that find these asinine ads funny are simple-minded. Those that actually like the product have no taste. Nuff said.

Stefan Jackson, Queens, New York (Sent Tuesday, June 03, 2008 12:40 PM)

Sorry, but I don't buy ARM's rationalization. I think Cheetos screwed up by offending more people with these ads than enticing people to buy their product. It certainly didn't encourage me to buy a bag...

Gort, Fountain Hills, Arizona (Sent Tuesday, June 03, 2008 12:43 PM)

Looks pretty cheesy.

Joe Sixpack (Sent Tuesday, June 03, 2008 12:45 PM)

I've seen these ads. I think it's one of the most ill-conceived in some time. Superseded by the recent energy drink spots that are target marketed to late night carouser and one night stand participants.

Wow. I realize these marketing departments are probably being staffed by Gen Y'ers, but come one. Did their parents teach them no distinction between class and classless?

christopher solis, austin, texas (Sent Tuesday, June 03, 2008 12:56 PM)

Love the ad's! clever!... ad's that bring a smile go the distance in sales.. plus who doesn't love a good prank.. anyone that downs theses ad's obviously lives alone with a cat possbilly two.

Julian Casablanca (Sent Tuesday, June 03, 2008 1:20 PM)

I think there's enough violence in the world today without our commercials promoting it. I hope they don't run these hateful things during prime time when kids can see them. I will not be buying Cheetos.

m Boggs Baltimore, Maryland (Sent Tuesday, June 03, 2008 2:17 PM)

Really? Your next story can be about the death of competent journalism. It's a commercial, not aimed at the GTA audience (as much as all out of touch people like to use this reference to seem like they're not so dreadfully unaware) but to the overwhelmingly strong viral video market. In case you haven't noticed, a stale commercial of a Ford truck driving over mountainous terrain isn't garnering very much interest, whereas the newer idea--that speaks strongly to its target audience--is getting a lot more. And when was the last time you ate Cheetos? Maybe you ought to consider that you were NOT the target audience, and it does a hell of a job reaching the intended viewers. Moron.

Chelsea, Hampton, VA (Sent Tuesday, June 03, 2008 2:26 PM)

third graders probably think these ads are insanely funny.   I just change the channel and not buy cheetos.

greg, pinecrest fl (Sent Tuesday, June 03, 2008 2:36 PM)

GREEN UP AND SAVE THE PLANET. KILL CHEETOS, SMASH THEM! SILLY RABBIT, CHEETOS ARE FOR OVERWEIGHT WHALES.

Fred Dungan Riverside, CA (Sent Tuesday, June 03, 2008 2:43 PM)

The only issue I see here is that the commercials promote prank 'one-upmanship' and invites others to post their own creative 'random act of cheetos' to encourage and 'inspire' others.  

It won't be long before the one-upmanship gets out of hand and someone gets legitimately hurt.  I only have to mention the foolhardy 'dry-ice bombs' and diet-Coke/Mentos YouTube fodder.

Natural Progression At Work (Sent Tuesday, June 03, 2008 2:54 PM)

The third-graders you look past today will be the teen-agers tomorrow who think it's "insanely funny" to beat homeless people to a pulp.

Show some responsibility, Bridgeport Conn (Sent Tuesday, June 03, 2008 2:56 PM)

I have not seen the ads, but was the butt of a sort of similar type of joke (?).   I was out of the office on funeral leave, I came back and my supervisor had stuffed my adding machine, and my computer keyboard with the paper punches out of our machine, it was not funny, I had just buried my mother.  Same diff here.  If this is what passes for humor these days, the end times are near.

Elsie E Connelly, Lincoln, NE (Sent Tuesday, June 03, 2008 2:57 PM)

Dude, these ads are hysterical and I'm 48 years old baby!  If you don't think these are funny, then I recommend the Lawerence Welk Show as an alternative.

Steve, Kansas City (Sent Tuesday, June 03, 2008 2:58 PM)

Junk food = junk commercials. So what did you expect?

Carl, Prescott Valley, AZ (Sent Tuesday, June 03, 2008 3:08 PM)

Mean isn't funny. Ever.

Kathleen, Helena, MT (Sent Tuesday, June 03, 2008 3:14 PM)

twiiiiiiiiiiiiiiiiiiix!

John Doe, Seattle, Wash (Sent Tuesday, June 03, 2008 3:46 PM)

Just like the Dr Pepper adds, teach low morals.
I for one shop when and where I can to buy anything but Frito/Lay...

jeberly (Sent Tuesday, June 03, 2008 3:55 PM)

I think that anyone who takes the time to complain about the "evil" being portrayed in these commercials, rather than to address the real evils going on in life, have a superabundance of free time on their hands. Now, I can totally understand and respect someone's point of view being different than mine in not thinking these commercials are friggin hilarious. But, to actually get paid to bitch about it?

DG, Philadelphia, PA. (Sent Tuesday, June 03, 2008 3:55 PM)

Look, they did it for the lulz. Why go bawwwwwwwwwwwing over it?

Erich, San Antonio (Sent Tuesday, June 03, 2008 4:11 PM)

Probably the same marketing co. that came up with the Cinnamon Toast Crunch commercials where kids talk to adults like they're idiots because they can't "see why kids love CTC."  "Nice try, Sherlock"

Chris, Philly (Sent Tuesday, June 03, 2008 4:15 PM)

It sounds like everyone that doesn't like these ads need to lighten up just a bit. It's called humor and the world would be a better place with a lot more of it!!! Since you dont find it funny, maybe you should lock yourself in your house and throw out the television and stick to staring at the walls!!!

Tom, Kansas (Sent Tuesday, June 03, 2008 4:21 PM)

I'm not old, nor live alone with 2 cats, nor am I simple-minded.and... I used to purchase Cheetos....not anymore.  Mean is not funny.

Julia Turner (Sent Tuesday, June 03, 2008 4:23 PM)

Caps Lock is cruse control for cool people.

Cruse Control (Sent Tuesday, June 03, 2008 4:27 PM)

These commercials are funny! The sad fact is that the general public is becoming more self-centered and egotistical by the day. In light of that, I can think of several people who need some cheetos shoved up their noses!

Cody, San Antonio, TX (Sent Tuesday, June 03, 2008 4:28 PM)

I just think it's all stupid and juvenile.  Most people aren't going to do this kind of thing, anyway, but regardless of that, it's a forgettable and unimaginative ad campaign at best.  Not worth getting upset over.  Really, advertisers can do better - but what do you expect? The caliber of advertising as a whole these days is pretty assinine.  Apparently, marketing departments across the board think American consumers are just a bunch of stupid sheep who have no capability of serious or contemplative thought patterns.

Quite a few of them are, and will chuckle wryly at the TV while watching these advertisements and simulatenously stuffing their fat faces with modified corn starch deep fried in lard and coated with bright orange powder.  Then again, some of us aren't going to eat crap like Cheetos no matter what dumb commercials are played about them.  To each his own, I say.

No more Cheetos, Texas, USA (Sent Tuesday, June 03, 2008 4:29 PM)

Boring & childish...That's what Random Acts of Cheetos are.

Jen Albany NY (Sent Tuesday, June 03, 2008 4:29 PM)

Unfortunatly, this seems to have become a part our culture. A few of these commercials depict behavior that is simply not tolerable. I understand that these are "Just Advertisments", but really who would do some of the outrageous acts depicted?  I see nothing wrong with the product itself, but my idea is, Why can't we have a more vivid, realistic, non-transgressive commercial for this product?

Bryan, Honolulu, Hawaii (Sent Tuesday, June 03, 2008 4:31 PM)

Hey Elsie Connelly, with your "end times" comment, what does that have to do with stupid Cheetos commercials?  The "END TIMES" have been near for loonies like you for about 2000 years... I don't think some dumba$$ ads for junk food is signalling that we're any closer to your apocolyptic predictions coming to fruition.

Yeah, the commercials are tasteless and a waste of marketing talent (if any's left in the world) but seriously, end times?  Puuh-leeeeeeeeez.  

Shut Up Already, NV (Sent Tuesday, June 03, 2008 4:33 PM)

Wow, some people are wound so tight. Relax, its just commercials. And dont use the "it teaches kids to be mean" card. If you are letting the TV educate your kids, then you/they have some serious problems.

Mike Baltimore (Sent Tuesday, June 03, 2008 4:37 PM)

Why doesn't someone write about the horrible herpes and tampon commercials??  That is what is disgusting while trying to watch television with your children.

Alison, Baton Roueg, Louisiana (Sent Tuesday, June 03, 2008 4:51 PM)

Harmless pranks are funny. Promoting promiscuous sex is not. Read Allison Linn's blog about the new AMP Energy Drink ads - "The Walk of No Shame".

DG, Philadelphia, PA. (Sent Tuesday, June 03, 2008 4:57 PM)

Let's all give a big thank you to Seinfeld for promoting this type of behaviour.

Howard, Toronto, Ontario Canada (Sent Tuesday, June 03, 2008 5:01 PM)

I have called the parent company Frito Lay (motto - Good Fun) to advise them we would purchase no more products from them. That is known as a non-random act of consumer  choice

William (Sent Tuesday, June 03, 2008 5:07 PM)

Cheeetos has shown us what makes Canadians different from Americans.

http://www.thestar.com/ActsKindness/article/190134

William, North York, Ont. Canada (Sent Tuesday, June 03, 2008 5:13 PM)

Yeah, these ads are dumb. The only funny one was the guy with the cheeto beard. The malicious ones are just boring--as boring as all malicious people are. Besides, cheetos smell like dirty feet.

cakeordeath (Sent Tuesday, June 03, 2008 5:26 PM)

This is a mean culture in general.  Witness the adulation of celebrities and the joy we take when they screw up.

Dianna, Newberg (Sent Tuesday, June 03, 2008 5:37 PM)

It's not a question of age it's more a question of maturity.  My 10 year old thought they were funny my 17 year old said stupid.  hmmm.

Debbie Germeroth (Sent Tuesday, June 03, 2008 5:45 PM)

It has nothing to do with people needing to 'lighten up' and see the 'humor' in it.  Sure.. people with enough maturity to see the humor beyond the juvenille antics can enjoy such things but we're talking about 15-30 second advertising spots that's pushed day and night on multiple channels to mixed audiences.  Law of averages dictates that you will give someone a bad idea.

The media is to blame for desensitizing our culture today.  I can remember in the 50s and 60s when one murder made news and was pure shock.  Today, it's just another thing unless the victim dies in some spectacular way or was a celebrity.  It just has to be said that you can't glamorize or make light of abusive behavior all in the name of 'humor'.  

Yes.. parents should/could have better control on the matter... IF they were at home more and not struggling to make ends meet by having BOTH parents at work (if the children are lucky enough to have both at home).  

When you blow off morality, you'll get the benefit of it one day when they use your mom's death as comic filler in a news story or they'll interview you after you lose your job and put it on the whine-of-the-week section of your local news blog.  

Maybe we will see the humor in that too...

That's a Hoot! Columbia, SC (Sent Tuesday, June 03, 2008 6:03 PM)

Excellent work, Chester.  You have gained a customer here.

Mike Welter (Sent Tuesday, June 03, 2008 6:21 PM)

Thanks for the article, or rather, the link to the Orange Underground website within your article. After the day I had today, I really needed to LMAO. The intro clip (where the guy goes over the rules) is classic. Every time it starts over, it's different. Every single iteration had me laughing so hard and so loud, I feared I would draw a crowd to my cubicle. In watching all of the OU video clips featured in the intro, I found none that were really offensive; rather, those in question simply just failed to be funny. Filling the guy's office with Cheetos? How can anything so unrealistic even begin to be taken as "mean"? The guy smearing Cheetos on the $83,000 painting? That was hilarious and really well-done from a comedic standpoint. The painting was obviously something created in 2 minutes, 10 minutes bfore they filmed. It would be a whole different story if someone taped their friends sneaking under the ropes at a museum and grinding Cheeto dust on a priceless Van Gogh. *That* would be malicious, offensive, cruel, and desctructive...and definitely not something to glorify. None of the clips I watched glorified vandalism in any way. It was all just silly. These clips I watched, I assume, were just the homemade uploads, and not the actual commercials running on TV. I am going to frequent the OU home page, not to pick up tips on how to vandalize one of my co-workers' cubes, but just to put me in a good mood and prepare me for the stress that lies ahead...

markuting jeanus (Sent Tuesday, June 03, 2008 6:28 PM)

I should qualify my previous post by saying I don't own a TV. I mostly find the concept of television today to be akin to running a hose from the public sewer into your living room, gathering the family around the outlet nozzle, and turning on the pump. Thus, I have not, and probably will not, ever see the terribly offensive Cheetos commercials.

The web site is bloody funny, tho...

markuting jeanus (Sent Tuesday, June 03, 2008 6:43 PM)

I for one think Lawrence Welk is hilarious. A vun, a twoa, a threea, lets get down and get funky boys and girls!

John Doe, Seattle, Wash. (Sent Tuesday, June 03, 2008 7:14 PM)



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