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Julian Cole, a strategy trainer for top brands, explains how to write a creative brief using the example of a Cheetos ad. The brief formula involves setting up a consumer problem that the product can solve. The ad shows that the new Cheetos product addresses a common problem. The brief is a fill-in-the-blanks formula including consumer target, consumer problem, consumer goal, and single-minded message. The example for Cheetos features a Super Bowl ad with M.C. Hammer. The ad promotes Cheetos popcorn as a solution and plays on the "Can't touch this" theme.