US Ad of the Day: Brian McKnight brings R&B heat to the Chili’s value menu
It’s undeniable. Chili’s first TV spot in three years asks consumers: “What better way to learn about the brand’s offerings than through seductive 90’s R&B?”
Chili’s Bar & Grill is making its return to TV after a three-year hiatus with none other than R&B legend, Brian McKnight.
In the ad, the 16-time Grammy-nominated singer serves two guests who instantly recognize him. After briefly denying their claims, he breaks into a new rendition of his iconic 1999 ballad, Back at One, which playfully breaks down Chili’s ’3 for me’ menu.
Meanwhile, McKnight’s setting transforms around him, from a Chili’s restaurant floor to a stage cloaked in blue light, just like the Back at One music video. There, McKnight serenades us with the menu’s perks: unlimited non-alcoholic drink refills, bottomless chips & salsa and an entrée starting at $10.99. He finishes his performance by taking their orders and signing autographs.
“I was thrilled to be able to collaborate with such an iconic brand like Chili’s on this remake of one of my favorite hits – it truly felt like such a natural fit and a no-brainer,” McKnight said in a statement. “The song is all about steps, much like Chili’s 3 for Me menu. As a foodie with a long-standing love for Chili’s, I was even more excited to dedicate this ‘Back at One’ remix to food.”
To further demonstrate the value of its 3 For Me menu, Chili’s will also run new spots reviving small touches that are distinctly “Chili’s,” from the classic tiled tabletops to the background instrumental of the brand’s popular “Baby Back Ribs” jingle.
Agency: Mischief @ No Fixed Address