"Cheeky"

Why is the word cheeky now used to describe every little thing. For example the volvic water tv advert the lad in the ad says " Ive just had a cheeky bottle of water". What the f**k is cheeky about drinking water? Danny Dyer loves a cheeky cup of tea! F**k all cheeky about a cuppa.

Thank f**k it hasn't hit the phrase book over here. First person who says it to me might just get a cheeky slap 

Why is the word cheeky now used to describe every little thing. For example the volvic water tv advert the lad in the ad says " Ive just had a cheeky bottle of water". What the f**k is cheeky about drinking water? Danny Dyer loves a cheeky cup of tea! F**k all cheeky about a cuppa.

Thank f**k it hasn't hit the phrase book over here. First person who says it to me might just get a cheeky slap 

Have to say I haven't seen any of those adverts.

Might take a cheeky peek on youtube

'Cheeky' is the new 'Random'

Don't start getting random on me Ross. You know I don't do random, you cheeky little beggar!

Can you handle it Gow? Can you?

Anyway, this is my favourite type of cheeky...

Can't resist!

Can't resist!

Cheeky!

Haven't a clue. I think it sounds quite funny when thrown into random scenarios though.

My group was doing a test the other day and I warned them about a 'cheeky question' that's hidden at the end and they went to bits.