Cheetos Ditches Chester, Goes Underground


When we think Cheetos, we think Chester Cheetah, who vibes like an old guy in shades that hangs out at high schools, says hip phrases and eats cheesy snacks.

Chester is fucking creepy. Plus, he was always trying to get his (presumably Cheetos-stained) fingers on other people's food.

Probably because Frito Lay has finally caught on to the creepiness that is Chester, it gives us Orange Underground (not to be confused with Weather Underground, the radical leftist terrorist org), courtesy of Goodby Silverstein.

Orange Underground comes stock with the requisite UGC. Get the skinny on performing a "random act of Cheetos."

The campaign's got a lot of arms that we'd rather not go into (although Adrants' male half did; catch Steve's take here). And Make the Logo Bigger thinks it'll get people engaging with the brand again.

Will it resonate like Chester -- or even like those wacky young bombers -- did? Different story. Time will tell.

by Angela Natividad    Jan-21-08   Click to Comment   
Topic: Brands, Good, Online   

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eh... not so much.

Posted by: mike on January 21, 2008 2:49 PM

Dear Servant of the Man,

While the Orange Underground is honor bound to not speak of the Great Orange One (all hail!) we cannot help but respond to this outrageous slander.

To assert that we would "ditch" the Great Orange One is to utter an utterly insane utterance. The GOO does not get ditched. The GOO is unditchable. And your assertion is not only offensive (and insane) it's demonstrably false.

I would refer you to the Orange Underground's first Mass Media Infiltration captured here:


The gaul...

Luckily we are a forgiving movement.

Even though you are clearly an agent of the Man and exhibit symptoms of early stage humorlessness, we do not want to leave you with the impression that the Orange Underground thinks less of you (or, for that matter, Steve, your male counterpart, who is clearly either an accomplished writer of fiction or a terrible clairvoyant.)

We only wish to leave you with this advice. At the Orange Underground we too love to rant at ads. By jove we do! We just tend to actually watch them before we do.

When done ranting, and once you have submitted a retraction, correction, and apology for your sacrilege, do come by and play.

The Orange Underground welcomes you to the movement!

All Hail GOO!



[EXISTENTIAL POSTSCRIPT: Your next move just may prove asymptotic in the golden orange arc of your life ... Can you play along? Are you with us? Or has the Man killed your spirit and turned you into a Dear Advertiser clone? The choice is yours...]

Posted by: Cheet01 on January 23, 2008 10:16 PM

Cheet01 is absolutely correct, everyone needs to loosen up and have some fun. This isn't about vandalism or even terrorism with cheetos as some may think, everyone has gotten so stiff from the monotony of boring lives, that nobody can take a joke anymore. This is exactly what the world needs and people need to start doing it. I'm going to have my RAoC posted on YouTube by tommorrow.

Posted by: Aindreas on February 23, 2008 11:35 PM