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In this tutorial, Julian Cole explains how to write a creative brief using the example of a Cheetos ad. The brief formula focuses on setting up a consumer problem that the product can solve. The formula includes the consumer target, consumer problem, consumer goal, and single-minded message. By breaking down the Super Bowl spot for Cheetos featuring M.C. Hammer, we see how the new product addresses a common problem with a catchy slogan "You can't touch this." The ad showcases the new Cheetos popcorn as the solution in a fun and engaging way.
