Cheez-It TV Spot, 'The Boyfriend'

A classic meet-the-parents moment goes deliciously wrong when a daughter introduces her new boyfriend. The boyfriend's attention is immediately stolen by an irresistible, cheesy mirage: a single Cheez-It cracker hovering just above his girlfriend's father's mouth. Drawn by an insatiable craving, he inches closer to the perplexed father and murmurs, "You are even yummier and saltier in person." As the baffled father-daughter duo looks on, the boyfriend lunges not for a handshake, but for a bite that looks suspiciously like an awkward kiss. Just before they touch lips, the video cuts to the boyfriend snacking happily as the father and daughter discuss the unusual interaction.