A giant hand holding a microphone in a wrestling ring with a Cheez-It cracker.

The ad opens in a wrestling ring with a giant hand holding a microphone and a small Cheez-It Crunch cracker. The crowd, made up of Cheez-Its with faces, cheers. The hand speaks into the microphone, and the cracker is thrown into the ring. A jalapeño pepper wearing a luchador mask enters the ring. The cracker and jalapeño face off, with the jalapeño attacking the cracker, causing it to break apart. The scene then shifts to a display of the three Cheez-It Crunch varieties.