Chili’s serenades Nascar fans with a country song and music video about its Presidente Margarita

Chili’s is returning as a Nascar sponsor for the second year with an original country music song and music video all about its Presidente (or ’Dente) Margarita, a staple menu item since 1994. Featuring reposado tequila, brandy and orange liqueur, the ’Dente is known for being shaken loudly in restaurants by Chili’s team members before being poured into a handblown, blue-rimmed glass reserved exclusively for the drink. It’s usually served alongside a blue shaker for guests to keep pouring margaritas. The song and video spotlight this experience with a Chevrolet car modeled after the ’Dente shaker called the Spire Motorsports No. 7 Chili’s Ride the ’Dente Chevy. It’s performed by an actor, whose character’s name is “Ty Blackwood,” a fictional race car driver turned country artist. The video was shot in Nashville and directed by country music video director Alex Alvga. Creatives Jonathan Marshall and Matt Sorrell led project, operating under JM&D, a collective of freelancers brought on to handle specific projects (which they lead). The campaign is meant to propose Chili’s Presidente Margarita as the answer to any occasion and will run on Chili’s owned social channels. A 30-second cut will air on Fox during the Daytona 500 this weekend. “Our partnership with Spire Motorsports started as a way to bring Chili’s to the track and connect with Nascar fans over what we do best—serving up our famous Presidente Margaritas," said George Felix, chief marketing officer at Chili’s. “This year, we’re cranking it up a notch. We wanted to take our relationship with Nascar fans to the next level.” Chili’s has a multi-race partnership with Spire Motorsports, along with racer Justin Haley and crew chief Rodney Childers, who will make their racing debut together at Daytona in the No. 7 Chili’s Ride the ’Dente Chevrolet ZL1. The partnership with last through the 67th annual Daytona 500 on Sunday. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Chili’s serenades Nascar fans with a country song and music video about its Presidente Margarita

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