Frito-Lay invested in nostalgia by hiring Mindy Kaling, Jimmy Kimmel, and Matthew McConaughey to reintroduce 1990s snack Doritos 3D Crunch. In a spot for Cheetos, the company enlisted Ashton Kutcher and Mila Kunis, famous for their pairing on “That ’70s Show,” along with singer Shaggy, for a rendition of the latter’s 2000 hit “It Wasn’t Me.”

In response, Doritos launched a campaign in which it picked five speeches from graduating seniors—judged on their speech’s impact and inclusivity rather than their GPA—to be featured in a social video campaign.