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In this tutorial, Julian Cole shows how to write a creative brief using an example from Cheetos. The brief formula includes setting up a consumer problem that the product can address in the advertisement. The formula consists of identifying the consumer target, consumer problem, consumer goal, and a single-minded message. The tutorial breaks down the Cheetos Super Bowl spot featuring M.C Hammer to showcase how the brief can be applied. The ad highlights the new Cheetos popcorn as a solution to a common problem, with the slogan "New Cheetos popcorn - you can't touch this."