It’s the first new TV ad for Ruffles in almost ten years, and Davis will be in two of them. The famous singer and producer T-Pain will also make an appearance. The funny spots will ask things like, “What would Ruffles be like if they didn’t have their ridges?” What would a coach be like if they didn’t want to win? People will also see a funny take on what T-Pain would sound like if he didn’t use Auto-Tune.
Davis is surprised by how high the GRAMMY Award-winning artist can sing. Each of these situations shows that they would be different without these unique features, or ridges. The first ad [see here] will air on TNT during the NBA All-Star Game on March 7. The second commercial will then air on CBS during The GRAMMY Awards on March 14.
As a part of this promotion, Ruffles is also working with people who are true to themselves. Jayson Tatum is the latest NBA All-Star to get a Chip Deal with Ruffles. Tatum and Ruffles have come up with a new flavour together called Ruffles Flamin’ Hot BBQ. This flavour reminds Tatum of his childhood in St. Louis, which is known for its hot BBQ. This is the first Frito-Lay snack that combines the rich, tangy BBQ flavour with the hugely famous Flamin’ Hot kick. The result is Ruffles’ most exciting flavour yet.
“I’m so excited to be a part of a campaign that encourages people to embrace all the unique parts of themselves,” stated Tatum. “Growing up in St. Louis, bold and spicy barbeque flavours were a staple for me, so bringing that heat to my favourite snack is incredible to see – and taste.”
This isn’t the first time that Ruffles has worked with an NBA All-Star to make a new flavour. When Ruffles and Davis made their first Chip Deal together last year, they released Ruffles Lime & Jalapeño and The Ruffles Ridge Tops, a signature shoe inspired by Ruffles. Tatum will now work with Davis to add new and interesting flavours to the chip aisle.
Frito-Lay North America’s vice president of marketing, Stacy Taffet, said, “We’re thrilled to launch Own Your Ridges, which is meant to encourage our fans to own all the things that ‘zig’ when everyone else ‘zags.'” “Working with Anthony Davis and Jayson Tatum, two great examples of how to live your uniqueness out loud, we want to give our fans a place to find power in what makes them different.” Because being yourself is the most attractive thing you can do.
Ruffles is also starting a social media campaign called “Ridge Awards.” These are a way for fans to honour the people in their lives who have a lot of flavour, like friends, family, or even themselves, by accepting their unique, quirky, and distinctive “ridges.” The award isn’t for being the best, but for being yourself. Instagram users who follow Ruffles will be able to use a special Augmented Reality filter starting March 14 to show off their own “Ridge Award” and talk about how they own their ridges.