Ruffles wanted to go big for their first TV campaign in 10 years. How big? 6’10” Lakers Anthony Davis big. We brought in the NBA-All Star to answer a very ownable question for us: What would a Ruffles chip be without its signature Ridges? You know, the thing that makes it special. Different. Unique. The thing that makes it Ruffles. 

In “Ruffles Without Ridges,” we get a glimpse at the strange parallel universe that emerges when people we know and love for “their thing” are irreparably altered when that thing is suddenly gone. The goal of the spots’ vignettes is to make it clear that “Ridges” are the awesome attributes that separate us from each other, and make each of us unique. You wouldn't be you without them. You know, just like Anthony Davis without his…um…yeah, that.