Cheez-It

Cheez-It x Jimmy Butler – “Lessons”:

Cheez-It wanted to break into the cultural conversation around basketball without relying on typical courtside clichés. The challenge was to introduce the brand into the lifestyle space of hoops culture in a way that felt fresh, unexpected, and distinctly Cheez-It—crunchy, bold, and a little absurd.

We partnered with NBA star Jimmy Butler to create “Lessons,” a mock-serious masterclass series where Jimmy drops “wisdom” from his own playbook, on and off the court. From teaching fans how to select a hype song, shoe drop culture, locker-room tunnel fashion, and talking smack while snacking with confidence. these bite-sized social films were intentionally over-the-top and cultural-level cheesy. The content rolled out across Instagram, TikTok, and YouTube shorts with snackable edits, memes, and reaction gifs for maximum shareability.

Jimmy Butler isn’t just an All-Star, he’s a cultural moodboard: fashion-forward, unpredictable, and deeply memeable. We knew aligning Cheez-It with Jimmy’s unique charisma would give us instant credibility in the culture. Instead of forcing a sports tie-in, we built a character-driven campaign that let Jimmy be Jimmy—and let Cheez learn the game. The result? The brand got a courtside seat to relevance without ever stepping on the court.

• This wasn’t just an ad, it was a remix of sports culture, internet humor, and snack-time swagger.

• We got people quoting “Jimmy-isms,” remixing clips, and learning how to respect the culture instead of misappropriating it.

• It proved that when you lean into culture, not product, your brand can show up in places it doesn’t traditionally belong—and win.