Doritos: #NowItsHot by Goodby Silverstein & Partners
- Location:
Coming off a popular Super Bowl ad that found him sharing time and song with the Backstreet Boys, Chance the Rapper is back for Doritos, remixing another popular song from a previous generation.
As part of the #NowItsHot campaign, Chance is found remixing fan-favorite Lionel Richie’s popular ballad, Hello.
The 60-second spot will air on TV and in digital throughout the year. Created by Goodby Silverstein & Partners, the new remix is accompanied by a visually rich video with a few twists along the way.
In the spot, Chance is seen at a piano, eating a Flaming Hot Nacho Doritos chip. As Richie’s Hello plays in the background, Chance is surrounded by dancers. Cut to Richie actually singing the song, then back to Chance, who steps through a neon doorway and starts rapping. It ends with Chance stepping into a gallery where Richie has just carved a bust of Chance out of clay. Look into the crowd, and it’s full of Richies applauding.
The #NowItsHot series enlists Chance to produce and record original remixes of iconic ballads, and long-form music videos pay homage to the original videos for each song but add fire with choreography by Ryan Heffington.
Credits
Ad Agency: Goodby Silverstein & Partners
Client: Doritos
Frito-Lay
Chief Marketing Officer: Jennifer Saenz
Vice President of Marketing: Rachel Ferdinando
Sr. Director, Doritos: Leslie Vesper
Director, Doritos: Gisela Saenz
Manager, Doritos: Julie Ginsberg
Sr. Analyst, Doritos: Trevor Grieb
Communications Director: Chris Yemma
Creative
Co-Chairmen: Jeff Goodby & Rich Silverstein
Chief Creative Officer: Margaret Johnson
Creative Director: Laura Petruccelli
Creative Director: Rohan Cooke
Associate Creative Director: Ryan Tovani
Copywriter: AJ Warren
Art Director: Matt McNulty
Print Producer: Noah Dasho
Photographer: Quinn Gravier
Production
Director of Production: Tod Puckett
Executive Producer: Nick Sage
Account Services
Managing Partner: Brian McPherson
Group Account Director: Meredith Williams
Account Director: Chris Nilsen
Account Manager: Casey O’Brien
Assistant Account Manager: Jackie Meng, Haley Grialou
Brand and Communication Strategy
Communication Strategy Director: Caitlin Neelon
Social Strategist: Drew Forrest
Brand Strategy Director: Ralph Paone
Brand Strategist: Hayley Pardoe
Business Affairs
Senior Business Affairs Manager: Chrissy Shearer
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Media
Company name: OMD
Group Account Director: Jenny Hermanson
Group Director: Whitney Moore
Associate Strategy Director: Katelyn Brown
Talent
Company name: PepsiCo
Head of Music & Entertainment: Emma Quigley
Company name: United Entertainment Group
Senior Vice President: Dina Mallin
Senior Vice President (Dallas): Ryan Lee
PR
Company name: Ketchum
SVP, Strategic & Creative Planning: Angela Fernandez
Managing Account Supervisor: Travis Culver
Production Company
Company name: MJZ
Director: Steve Ayson
Director of Photography: James Laxton
Producer: Brady Vant Hull
Executive Producer: Emma Wilcockson
Editorial Company
Company name: Final Cut
Editor: Rick Russell
Assistant Editor: Zoe Schack
Senior Producer: Ana Orrach
Executive Producer: Suzy Ramirez
Telecine
Company name: The Mill
Colorist: Gregory Reese
Color Producer: Diane Valera
Executive Producer, Color: Linda Jackson
VFX/Finishing
Company name: The Mill
Executive Producer: Anastasia von Rahl
Creative Director: John Leonti
VFX Supervisor: Alex Candlish
2D Lead: Alex Candlish
3D Lead: Michael Comly
Producer: Alex Bader
Production Coordinator: Ade Macalinao
Mix
Company name: Lime
Mixer: Matt Miller
Assistant Mixer: Lisa Mermelstein
Executive Producer: Susie Boyajan
Music Edit
Music Edit: Human
Senior Producer: Kamela Anderson
Executive Producer: Carol Dunn
Creative Lead: Craig DeLeon
On Set Engineer: Joshua Green
