A wrestling ring filled with Cheez-Its as a crowd, with a giant hand holding a Cheez-It and a jalapeño wrestler.

The ad opens in a wrestling ring with a large hand holding a Cheez-It Crunch. A jalapeño pepper wearing a luchador mask is in the ring. The crowd, made up of Cheez-Its, cheers them on. The jalapeño attacks the Cheez-It, which breaks apart. The ad then shows bags of Cheez-It Crunch snacks, including a new flavor, with the tagline "Want It. Need It. Cheez-It."