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In this video tutorial, the speaker explains how to write a creative brief using the example of Cheetos. The brief formula includes setting up a consumer problem that the product can address. The creative brief is a fill-in-the-blank formula, with the consumer target, consumer problem, consumer goal, and single-minded message being key components. The tutorial also examines the Super Bowl ad for Cheetos featuring MC Hammer. The ad showcases how Cheetos popcorn is a solution to a common problem. The video is presented by Julian Cole, a strategy trainer and consultant for leading brands like Facebook, Uber, Apple, and Disney.