The #NowItsHot push by Doritos debuts with Chance the Rapper and the Backstreet Boys remixing I Want It That Way for its Super Bowl ad.
Doritos, under the Frito-Lay division of PepsiCo, has announced the roll-out of its Super Bowl push which includes a spot scheduled to air at the Big Game on 3 February. Titled Now It’s Hot, the commercial features a remix by Chance and plays to the I Want It That Way hit by the Backstreet Boys.
With the remake of the iconic music video, said hip-hop collaboration with the rapper marks a first for the pop group. A 30-second version of the short will run during the CBS broadcast of the game. The ad opens with Chance trying the new Flamin’ Hot Nacho and realising they made the original hot.
For dramatic effect, the spot sees him thrust onto a set like the one from the 90s band’s music video for the same song. Meanwhile, the Doritos exercise will present social media elements in the coming weeks alongside a strong television presence. The effort will entail further collaborations and content.
With music playing a prominent role in its history, particularly hip-hop, the brand has run major campaigns in the past that are tied to the Super Bowl phenomenon and other such events as the SXSW, E3, and Life is Beautiful. The Now It’s Hot push is a reflection of its passion for the artistic.
“Fans expect boldness in our Super Bowl ads. Chance the Rapper and the Backstreet Boys are an unexpected duo that worked so well to create an unforgettable Doritos commercial. Stay tuned for more collaborations later in the year,” said Leslie Vesper, Senior Director of Marketing for Frito-Lay North America.