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
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.
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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
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