Lizzo turned a Chili's rib into a flute for one of the weirdest ads of the year

Chili's launched a new advertising campaign starring Lizzo, centered on the familiar “Baby Back Ribs” jingle. The campaign shows Lizzo preparing to serve ribs, using kitchen tongs as a microphone, and playing a custom-designed flute shaped like a Chili's Baby Back Rib. Lizzo recorded a classic a cappella rendition and also co-wrote and co-produced an extended version of the jingle. The campaign coincides with a menu upgrade across all restaurants, increasing full- and half-rack portions to include 50% more ribs than before. The ribs are finished with a new caramelized barbecue sauce crust. Lizzo said she wanted to honor the jingle’s history while making it feel fun and like her.

"The “About Damn Time” and “Juice” singer stars in a new Chili's advertising campaign that debuted on YouTube and depicts Lizzo preparing to serve ribs, using kitchen tongs as a makeshift microphone, and playing a flute that was custom designed to look like a Chili's Baby Back Rib. The Grammy Award-winning singer recorded a classic, a cappella rendition and also cowrote and coproduced her own extended version of the jingle."

"Over the past year, Chili's has rolled out an upgrade to its Baby Back Ribs across all restaurants, promising that the full- and half-rack portions have 50% more ribs than what was previously served. The ribs are finished with a new caramelized barbecue sauce crust."

"“We're really proud of the improvements we've made to the ribs, and so we thought, what better time than now to refresh the jingle and put a new spin on it,” George Felix, chief marketing officer of Chili's parent company Brinker International, tells Fast Company. Lizzo, he adds, is a “huge Chili's fan and she's been outspoken about it.”"

"“When they reached out about collaborating, I couldn't say yes fast enough,” said Lizzo in a statement. “I don't think there's a more memorable jingle, so when putting my own spin on it, I really wanted to honor that history while also making it feel fun and very me.”"

Read at Fast Company