In a bid to get America hooked on Flamin’ Hot Nacho Doritos, PepsiCo has enlisted the help of Chance the Rapper and the Backstreet Boys, who appear together in a new commercial slated to run during the Super Bowl on Sunday.
The ad begins with Chance sitting in an empty airplane hanger with a bag of Flamin’ Hot Nacho Doritos as the Backstreet Boys’ jam “I Want It That Way” plays softly in the background. “They made the original... hot?” he says to himself. This triggers a montage of Chance rapping about the chips while both driving a hot rod and dancing on a tarmac adorned with more neon-colored muscle cars and a big pink airplane. The action then switches back to the airplane hanger where Chance is dancing and singing along with the Backstreet Boys to a remixed version of their 1999 hit single.
With this commercial and the Pepsi ad starring Steve Carell and Cardi B, it seems that PepsiCo’s Super Bowl ad strategy is to take celebrities who have never appeared on screen together and put them in zany, potentially viral scenarios. In addition to the 30-second ad that will air during the game, PepsiCo also released a one-minute version of the Doritos commercial today, which features extended rapping and dance sequences:
• Doritos [YouTube]
• All Super Bowl Coverage [E]