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The tutorial shows how to write a creative brief, using the example of a Cheetos ad. The brief formula includes setting up a consumer problem that the product can address. Cheetos' new product solves a common problem. The formula consists of filling in blanks for consumer target, consumer problem, consumer goal, and single-minded message. The tutorial is led by Julian Cole, a strategy trainer, focusing on mastering strategy fundamentals. The example shown is a Cheetos Super Bowl spot starring M.C. Hammer, promoting their popcorn product.