Anthony Davis, King Bach, T-Pain 'Own Their Ridges' for Ruffles

What would Ruffles potato chips be like without ridges?

NBA star Anthony Davis and TikToker King Bach pose this question in the Frito-Lay brand’s first campaign in nearly a decade.

Their philosophical exploration leads to a wacky realm of existential malaise, in which rapper T-Pain performs without AutoTune and a hoops coach couldn’t care less about winning:

Tagged “Own Your Ridges,” the push from creative studio Motive “is meant to inspire our fans to own all the things about them that ‘zig’ when everyone else ‘zags,'” says Stacy Taffet, vp of marketing at Frito-Lay North America, a unit of PepsiCo. “We want to offer a platform for our fans to find power in their uniqueness. Because nothing is more magnetic than showing up as authentically you.”

Now, that’s a lot to ask of a campaign for salty, crunchy snacks. Still, it’s a cute approach that dips into potent brand nostalgia while satisfying current tastes in sports, music and internet celebrities.

The lead spot will air March 5-7 during TNT’s NBA All-Star Weekend coverage, with a second commercial, also starring Davis, breaking on CBS’s March 14 Grammy Awards telecast.

In addition, Ruffles joined with Boston Celtic Jayson Tatum to launch Flamin’ Hot BBQ chips, inspired by flavors the star savored growing up in St. Louis.

And next month, Ruffles will introduce a “Ridge Awards” promotion, using Instagram AR filters to help users celebrate folks who “embrace their unique, quirky and distinctive ‘ridges,'” the brand says. “It’s an award that isn’t focused on being the best, but being you.”

CREDITS

Client: Frito-Lay/Ruffles
Agency: Motive
Motive: CEO, CCO – Matt Statman
Motive: VP Group Creative Director – Chris Reinhard
Motive: Sr. Creative Director – Carissa Levine
Motive: Sr. Creative Director – Jose Eslinger
Motive: Associate Creative Director AD – Elias Morales
Motive: Associate Creative Director CW – Patrick Que
Motive: VP Group Account Director – Taylor Woodard
Motive: VP Group Account Director – Hillary Miller
Motive: Account Director – Jonathan Walan
Motive: VP Strategy – Andrew Lynch
Motive: Director of Production – Aragorn Fenton
Motive: Agency Producer: Michelle Wang
Director: Dave Laden