Cheez-It was launching a new product, Cheez-It Crunch'd. They wanted a Cheez-It spot starring their iconic "Immature Cheese Wheel" and straight man, Joe, but they needed it to stand out from the other Cheez-It spots. So, I put the two in a new setting - a classroom. Fit with overhead projector and all. What could go wrong?

But before Cheez-It launched new Crunch'D, they wanted a quick :15 out there to keep momentum of their last product innovation, Grooves.