Chip brand Tostitos has enlisted leather-jacketed action star Jean-Claude Van Damme to help bring friends together, so he doesn’t have to replace your friends at gatherings.
The campaign encourages people to get together throughout the year and Van Damme is the catalyst for the new tagline for the brand, “Get Together Already.”
In a series of spots by Goodby Silverstein & Partners, Van Damme humorously offers advice on the importance of getting together with your friends. Because if you don’t, he says, they might replace you with someone else. Someone cooler, more inspiring and way more muscular. Like Jean-Claude Van Damme. So, he essentially commands people to get together, or they might get “Van Dammed.”
Van Damme is also seen in short 6- and 15-second spots, promoting the ease of having Tostitos products at parties where friends gather, even calling the signature corn chip ‘friendchips’.
The campaign includes TV, digital, social and experiential work that will roll out throughout the year. ‘Get Together Already’ also follows a recent digitally-focused Super Bowl campaign featuring The Fresh Prince of Bel Air’s Alfonso Ribeiro, where Tostitos gave hosts a personalized Super Bowl ad that they could use to advertise their Super Bowl party in an over-the-top Super Bowl way.