The Other Hand just pulled off a big win. Goodby Silverstein & Partners took home Best of Show at the 2025 AAF American Advertising Awards for their Cheetos campaign “The Other Hand,” which playfully leans into the idea that eating with your non-dominant hand is part of the Cheetos lifestyle. This marks the second Best of Show nod for Cheetos and GS&P in just three years—talk about a cheesy streak.
Hosted by Emmy-nominated TV personality Nina Parker, the awards gala was held during AAF’s ADMERICA conference in Pittsburgh, PA, celebrating standout creatives from across the country.
“This is where we see how we really stack up,” said Chris Beresford-Hill, Worldwide CCO at BBDO and the first-ever National Competition Chair for the ADDYs. “The quality of the work this year was phenomenal—and seeing it recognized reminds us why creativity still leads the way.”
On the student side, the top prize went to BYU AdLab for Crayola’s “Ink Up, Wash Out” campaign, proving the next generation of creatives is already thinking in vibrant color.
Judged by top industry leaders, the American Advertising Awards (aka the ADDYs) is the largest and arguably most competitive creative show in the U.S., requiring campaigns to advance through local and regional tiers before competing nationally. This year, just 51 Gold ADDYs were awarded in the professional category.
“Congrats to all the winners,” noted Beresford-Hill. “Your work continues to push the industry forward—and raises the bar for all of us.”
Other notable winners include:
- Special Judges Awards
- Rise and Shine & Partners – “Supercuts Real Dumb Coupon”
- Goodby Silverstein & Partners – “Ask Dali” for the Dali Museum
- BBDO Worldwide – “Tail Orchestra” for Pedigree
- Mosaic ADDYs (recognizing diversity & inclusion in creative)
- Whiskey Design – “Artisan Remix Can Series” for Vine Street Brewing
- Cannonball – “Superhero Project”
- Harris Media Company – “When We Got the Call” for LifeCenter Organ Donor Network
All winning work, including the Best of Show and Special Awards, is viewable at here. And just like that, Cheetos once again proves: it’s not just a snack—it’s a cultural phenomenon.
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