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

‘Ride the ’Dente’ celebrates the chain’s classic margarita drink and the Chevy race car named after it

Published On
Feb 11, 2025

Editor's Pick

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.

Credits

Date
Feb 11, 2025
Client :
Chili's
Agency :
JM&D
VP Marketing :
Jesse Johnson
Brand Activation Manager :
Katy Stuart
Social Media Manager :
Jack Hailey
Director Media :
Tim Forman
Executive Creative Director :
Jon Marshall
Executive Creative Director :
Matt Sorrell
Executive Producer :
Chris Capretto
Copywriter :
Ryan Hartsfield
Art Director :
Lloyd Winter
Junior Art Director :
Christen Brestrup
Junior Copywriter :
Hubert Scrase
Production Company :
BT Studios
Director :
Alex Alvga
Executive Producer :
Galileo Mondol
Executive Producer :
Carlos Lopes
Supervising Producer :
Megan Short
Line Producer :
Loren Greene
Editorial :
Apollo
Editor :
Matthew Vietkze
Editor :
Alex Alvga
Post Producer :
Lynn He
Colorist :
Brian Charles
Color Producer :
Chelsea Eisen
VFX :
Joey Sperber
Sound Designer :
Eliot Cleverdon
Titles :
Khaleell Smith
Animator :
Harley Wrecks
Editor :
Matt Hilber
Executive Producer :
Jennifer Mersis
Post Producer :
Lucia Villalta
Assistant Editor :
Quinn Else
Music :
Singing Serpent
Managing Director :
Glen Galloway
Creative Director :
Jon Spencer
Associate Producer :
Beks Johnson
Executive Producer :
Dennis Culp
Composer :
Chris Rizzo
Vocalist :
Brooks Hoffman
Arranger :
Alex Berglund
Arranger :
Chris Keyes
Lyricist :
Matt Sorrell
Lyricist :
Jonathan Marshall
Sound Mix :
Field Day Sound
Executive Producer :
Leslie Carthy
Sound Designer :
Morgan Johnson
Mixer :
Natalie Huizanga

Need a credit fix? Contact the Creativity Editors

Industry
Project Type