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In this tutorial, Julian Cole explains how to write a creative brief using the example of Cheetos. The brief formula involves setting up a consumer problem that the product can address. The creative brief formula includes the consumer target, consumer problem, consumer goal, and single-minded message. The tutorial analyzes the Cheetos Super Bowl ad featuring M.C. Hammer and breaks down the brief. Cheetos' new product is shown as a solution to a common problem, with the ad highlighting the unique selling point.
