With the Super Bowl just days away (Feb. 3), companies are starting to roll out their commercials and this includes Doritos. To promote their newest flavor Flamin’ Hot Nacho, the American brand is bringing together the “I’m the One” collaborator Chance the Rapper and pop icons the Backstreet Boys for a hip-hop remix of the latter’s hit, “I Want It That Way.”
The commercial aims to be a success like the one the chip brand made for Super Bowl LII featuring hip-hop legends Missy Elliott and Busta Rhymes. The Doritos spot for Sunday’s game between the New England Patriots and the Los Angeles Rams will be in the format of a music video.
The minute-long commercial starts with Chance trying Doritos’ new flavor. Soon after he eats the chip he then “teleports” to a scene with the Backstreet Boys where the hip-hop remix of “I Want It That Way” and the performance of it begins. The new flavor has its own campaign called #NowItsHot, and the Chance and Backstreet Boys remix collaboration is only the first of many remixes the PepsiCo subsidiary hopes to make.
Doritos will also take its #NowItsHot initiative to Snapchat starting on Super Bowl Sunday with a filter that allows users to go “Backstreet.” This filter will incorporate accessories typical of the 90s inspired by the band.
“Fans have come to expect boldness and originality in our Super Bowl ads,” said Leslie Vesper, senior director of marketing for Frito Lay North America. “And, with a highly anticipated product like Flamin’ Hot Nacho, we knew we had to keep pushing the limits of Super Bowl advertising collaboration with a dynamic collaboration.”
Doritos’ #NowItsHot campaign will soon be promoted through concert-style posters on the streets of New York City.