Nomad's Matthew Hilber Edits Lizzo's Nostalgic Cover of "Baby Back Ribs" for Chili's

Chili’s iconic “Baby Back Ribs” jingle is getting the Lizzo treatment.

Three years after Boyz II Men sang the jingle in a Mischief ad, it’s Lizzo’s turn. A new minute-plus spot from agency It’s Advertising Time features the singer updating the longtime tune with fresh lyrics—and ludicrously playing a “rib flute” to boot.

The new ad recreates scenes from the classic ’90s commercial while weaving in the singer’s personality and humor. Along with playing a flute designed to resemble a rack of ribs, she launches into a rewritten verse that broadens the meaning of the “baby back” refrain. The campaign also includes an a cappella version of the original jingle performed entirely by Lizzo.

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