By Barry Janoff
January 9, 2015: How do NFL coaches whose team did not make the post-season and have not been fired spend the off-season?
If you are Chip Kelly, head coach for the Philadelphia Eagles, you film a series of humorous vignettes for Tositios, in which you try to take the title of "official chip of the NFL away from the Frito-Lay brand.
The spots in the "Not the Official Chip" campaign broke on social media Friday (Jan. 9) as well as sports and entertainment Web sites such as ESPN and People. They also are designed to play on-air and could get space during NFL programming over the weekends prior to Super Bowl Sunday on Feb. 1.
The current leg of the campaign "will culminate with a larger than life footprint at Super Bowl Central for the ultimate party that only Tostitos could pull off," according to a spokesperson for the brand.
Frito-Lay, a division of PepsiCo, also will have presence at Super Bowl XLIX via Doritos' "Crash the Super Bowl" effort.
The ten spots, which run about 25 seconds each, begin with a boisterous voiceover exclaiming, "Tostitos is the official chip of the NFL." When seen in progression, Kelly becomes increasingly adamant in his efforts to make himself "the official Chip of the NFL."
in "Interruption," Kelly is front-and-center introducing himself. "Hi, I'm Chip Kelly, head coach of the Philadelphia . . . " But the voiceover cuts in. "No one cares. Tostitos. Still the official chip of the NFL." Which causes Kelly to direct an angry stare at a nearby bag of Tostitos.
"Throw" sees Kelly seeking to get rid of his nemesis by tossing the bag off-camera, only to have it return over and over.
Kelly has made some progress in "Cart," where he is seen standing in a shopping cart, apparently having convinced a kid that he is the real chip. Unfortunately for Kelly, the kid's mom is doing the purchasing. "Ryan," the mom says to her son, "you know we only buy official chips. Put that back." "Sorry, I'm going to have to put you back," the kid says to Kelly, who begrudgingly climbs out of the cart.
In "Really," Kelly tries to convince the voiceover guy to "let me be the official chip, just today." "Oh, yeah, no worry," replies the voice. "Sounds good." "Really!" replies an excited Kelly. But his joy is short-lived. "Sorry, I was [speaking to someone] on my phone," the voice says before declaring, "Tostitos. Still the official chip of the NFL."
"Coach" brings in the first of two guest appearances by Eagles tight end Zach Ertz, who needs advice from a coach, but bypasses Kelly to "listen" to the bag of Doritos.
"Dreaming" opens with the voiceover saying, "Forget Tostitos. Chip Kelly is the real official chip of the NFL." That causes Kelly to pump his fist in victory . . . which all turns out to be a dream. "Back to reality," the voice booms, waking up Kelly. "Tostitos is the official chip of the NFL."
By the time we reach "Jingle," Kelly finds himself being disrespected in a song: "Chip, you are just so much fun/Not you, Chip Kelly, the other one/they look so good and the taste so swell/The official chip of the NFL."
Kelly is told to "Get lost" in "Frame" when he tries to hog Tostitos' spotlight. Ertz returns in "Punt," when he kicks and scatters a bag of Toritos at Kelly's request. Ultimately, Kelly bring in "Dom," a big muscle guy identified as "Philadelphia Eagles Security," who "persuades" the voiceover guy to claim, "Hey, Chip Kelly is the official chip," but reverts back to the original tagline when Dom leaves.
According to the brand's spokesperson, "This year, Tostitos went chip to Chip with a very salty Philadelphia Eagles head coach Chip Kelly, and the beloved snack brand took over the crown of 'official chip of the NFL.'"