Chili’s Grill & Bar is reviving one of advertising’s most unforgettable earworms by teaming up with Lizzo for a modern remix of the iconic “Baby Back Ribs” jingle.
And yes, there is a custom flute shaped like a rack of ribs.
The new campaign, created by advertising freelance team It’s Advertising Time, celebrates Chili’s recently revamped Baby Back Ribs while paying tribute to the original commercial that permanently embedded “I want my baby back, baby back…” into America’s collective brain sometime around the late ’90s.
The new spot recreates several moments from the classic ad nearly shot-for-shot before spiraling into full Lizzo energy, complete with a new verse, updated production, and a flute solo played on what might be the most aggressively on-brand woodwind instrument ever created. Watch below:
Lizzo, a longtime Chili’s fan, co-wrote and co-produced the updated version herself. “Weekends at Chili’s were a huge part of my childhood and I’ve stayed a fan,” she said. “I don’t think there’s a more memorable jingle, so when putting my own spin on it, I really wanted to honor that history while also making it feel fun and very me.”
Alongside the remix, Lizzo also recorded a fully acapella version of the original jingle, performing every vocal layer herself.
The campaign arrives as Chili’s leans heavily into nostalgia marketing while simultaneously updating the menu item itself. The restaurant chain recently revamped its Baby Back Ribs with larger portions, meatier cuts, and a new caramelized barbecue crust.
According to Chili’s Chief Marketing Officer George Felix, the goal was similar to the campaign itself: modernize things without losing what made people love them in the first place. “When we refreshed our ribs, our goal was to give guests more of what they love without straying too far from where we started,” Felix said. “Lizzo nailed it by bringing something familiar and beloved into the moment with her signature creativity and energy.”
The partnership also speaks to a larger trend in advertising right now: brands increasingly mining millennial nostalgia while collaborating with artists capable of remixing cultural memory into something that still feels current rather than cynical.
And honestly, few ad jingles deserve resurrection more than Baby Back Ribs.
It’s one of those rare commercials that escaped advertising entirely and became part of pop culture language. People who haven’t stepped inside a Chili’s in 15 years can still sing it from memory against their will.
That’s terrifying branding power.
The campaign is now live across YouTube and social platforms, while My Chili’s Rewards members can also enter for a chance to win a signed Lizzo T-shirt and Chili’s gift card.
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