A man eating a cracker by a fireplace.

A man in a red plaid shirt and a cream sweater sits by a roaring fireplace, holding a box of Cheez-Its and eating one. A large, furry bear rug is in front of him. The scene transitions to a close-up of a giant, glowing cheese ball wearing a red knitted hat, sitting on a couch. The ad then shows three boxes of Cheez-Its with different flavors and ends with the tagline.