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In this tutorial, Julian Cole demonstrates how to write a creative brief using the example of a Cheetos ad. The creative brief formula involves setting up a consumer problem that the product can address. The formula includes the consumer target, consumer problem, consumer goal, and single-minded message. The example of the Cheetos ad featuring M.C. Hammer shows how the new product solves a common problem. The advertisement utilizes a "You can't touch this" theme to showcase the uniqueness of the product.