Dining Chain's Popular Jingle Gets Superstar Treatment

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CHICAGO (AdAge.com) -- Brinker International's Chili's Bar & Grill, Dallas, is spicing up its famous Baby Back Ribs jingle with its first celebrity-cover version, sung by boy band 'N Sync.

The chart-topping quintet appears in three spots, via Omnicom Group's GSD&M, Austin, Texas, that will debut during the Golden Globes Awards broadcast. The spots will feature the band singing the jingle and will also show outtakes.

Chili's, incidentally, is the primary sponsor of the band's upcoming concert tour.

It is the first time the 27-year-old casual dining chain has used celebrity talent for its advertising, although the jingle has been sung in the movie Austin Powers 2 and on TV shows The Jamie Fox Show and My Wife & Kids.

"The 'Baby Back Ribs Jingle' has been an extremely effective marketing tool for Chili's," said Jill Beerman, vice president and account director at GSD&M. "We were pleasantly surprised that, in addition to increasing business for our client, the jingle became a part of pop culture, finding its way into movies and television sitcoms. That's truly an advertiser's dream."

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