Frito-Lay has unveiled the Super Bowl commercial, encouraging consumers to embrace their own spicy side.
The 60-second ad features an explorer in the jungle accidentally dropping her bags of Doritos Flamin’ Hot Cool Ranch and Cheetos Flamin’ Hot Crunchy on the ground. Several animals, including a sloth, a deer, a bear, a fox, and more taste the snacks and react to the spicy flavor, with their noises turning into a version of Salt-N-Pepa’s Push It featuring Puth and Megan Thee Stallion. Whilst the latter embodies a fiery songbird, Puth portrays a beatboxing fox.
The commercial ends with the tagline “Unleash Your Flamin’ Hot” flashing across the screen.
On February 5, the brand will also launch a Flamin’ Hot Hub, containing information on its Flamin’ Hot portfolio, recipe ideas and other big game content. Frito-Lay will also offer a $500 prize to one of the fans who tweet their reactions to other brands’ Super Bowl ads live, using the fire emoji to rate commercials and the #FlaminHot and #Entry hashtags on their reviews. Additionaly, a custom branded TikTok effect that users of the video-sharing app can apply to posts depicting their mic drop moments, will be promoted by Puth and TikTok creators on gameday.