kicks off with
the hip-hop and
“I Want It That Way”
Well, at least something is hot during these ridiculously cold Chicago days.
The Super Bowl is only days away and brands are now dropping their multi-million dollar spots all over the place. Here, we have Doritos, after previewing their Super Bowl spot last week, unveiling its campaign for
Super Bowl LIII on Feb. 3.
The #NowItsHot campaign, created by Goodby Silverstein & Partners is in support of new Doritos Flamin’ Hot Nacho, a hot twist on an original flavor — much like Chance the Rapper’s hot twist on the iconic, original “I Want It That Way” hit by the Backstreet Boys.
According to a press release from parent Pepsico, the new flavor offers a combination of the popular hot and spicy flavor of flamin’ hot and the timeless flavor of original nacho cheese.
Titled “Now It’s Hot,” the fun creative piece showcases a never-before-heard collaboration by Chicago’s Chance The Rapper of the Backstreet Boys’ massive hit “I Want It That Way,” the first time the pop group has ever collaborated to remake a hip-hop version of their legendary music video.
The :60-second commercial starts out with Chance tasting new Doritos Flamin’ Hot Nacho, realizing that “they made the original hot,” when he’s suddenly thrust onto a set like the one featured in the Backstreet’s Boy’s iconic “I Want It That Way” music video.
Chance decides he too can make the original hot and debuts his fire version of the classic hit alongside the Backstreet Boys. Watch the spot below:
“Fans have come to expect boldness and originality in our Super Bowl ads and, with a highly anticipated product like Flamin’ Hot Nacho, we knew we had to keep pushing the limits of Super Bowl advertising with a dynamic collaboration,” said Leslie Vesper, senior director of marketing, Frito-Lay North America.
She adds, “Chance the Rapper and the Backstreet Boys are an unexpected duo who worked so well to help us create an unforgettable commercial. Stay tuned for more incredible collaborations later in the year.”
A :30-second version will air on CBS. Watch below:
The #NowItsHot campaign will continue on social media and TV in the coming weeks and months with what the brand describes as “more epic content and remix collaborations.”
Doritos will also offer fans a chance to”Backstreet-ify Yourself”Using an exclusive Snapchat lens available starting on Super Bowl Sunday, fans can go full “Backstreet,” creating dynamic content of themselves in iconic
’90s accessories inspired by the Backstreet Boys. Think classic hats, jewelry, signature clothing, pink smoke and more.
Contact Colin Costello at email@example.com or follow him on Twitter @colincostello10.