MC Hammer Talks Music, Cheetos, and Artificial Intelligence

This Sunday, the hip hop legend will appear in a Super Bowl ad spot for Cheetos that plays on the snack food's famous messiness. The commercial features a man with cheese-dusted fingers avoiding chores like moving a couch or doing paperwork to the tune of Hammer's hit single "U Can't Touch This." Hammer himself pops up throughout the 30-second spot to sing his famous hook, including once as a mustachioed, sunglasses-wearing baby that the protagonist refuses to hold. Given that this is the first Super Bowl spot for Cheetos in 11 years, the Frito-Lay-owned brand appears to have taken the go-big-or-go-home approach to Super Bowl marketing. No mere hired gun, Hammer waxed poetic to Cheddar about the beautiful bond between music and Cheetos.