“Ruffles DNA” (Ruffles X Lebron James X Kendrick Lamar)
To infuse a new sense of purpose into its tagline, Own Your Ridges, Ruffles endeavored to capture the stories of real people in a TVC that celebrated the uniquenesses that make each of us who we are. Motive and Ruffles collaborated to showcase people who defied their odds and overcame their personal obstacles to embrace what makes them unique. We see a blind man overcoming his impairment to pursue a love of skateboarding. A female barber taking center stage in a male-dominated field. A father bucking stereotypes by raising three sons entirely on his own. And a formerly incarcerated food lover using his time in prison to plan for a successful career as a chef and food truck owner. This collection of stories was then wrapped in LeBron James’ own reflection on a childhood spent fatherless and at times homeless. The entire spot is backed by Kendrick Lamar’s “DNA”.