*NSYNC has signed a marketing agreement with Chili's Grill & Bar to star in a series of commercials promoting the restaurant's baby back ribs and "to go" service. Chili's will also be the lead sponsor of the band's upcoming concert tour. The new Chili's commercials featuring *NSYNC singers Lance Bass, J.C. Chasez, Joey Fatone, Chris Kirkpatrick, and Justin Timberlake will debut on Monday (January 21).
One of the commercials features *NSYNC stranded on a desert island (a la the Tom Hanks movie Cast Away). In the spot, groupmembers Bass, Chasez, Kirkpatrick, and Timberlake each sing a verse of "I want my baby back...," which would not be so unusual for an *NSYNC ballad except that they are singing about baby back ribs. Fatone then chimes in on the "baby back ribs" part of the jingle. Scrawled in the sand on the beach are the words "SEND RIBS." A rescue helicopter approaches the island and drops a huge wooden box labeled Chili's, which lands on Fatone, crushing him. As Fatone's feet stick out from underneath the box, the rest of the group chows down on baby back ribs.
The venture marks the first time in Chili's 27-year history that the company has enlisted celebrity talent for its television or radio advertising. The agreement might also include a variety of promotional opportunities. Chili's baby back ribs jingle was introduced in 1995, and it has since become one of the most recognizable advertising tunes in pop culture. The song has been parodied in feature films and on television sitcoms, according to the company.
In other *NSYNC news, the group has announced that it will perform "Girlfriend" with a "special guest" at this year's Grammy Awards. The Grammys will air on CBS starting at 8 p.m. ET on February 27.
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