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Chili’s Brings Back Its ‘Baby Back’ Jingle
By: Adweek
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O’Keefe Reinhard & Paul’s first ads for Chili’s Grill & Bar break today, and they’ve got your baby back, baby back, baby back, baby back…

Aw, you know the damn “Baby Back Ribs” song. Now, you’ll be singing it all day.

An earworm since 1986, Chili’s jaunty jingle, composed by Guy Bommarito, gets its first airing since 2015, when it was used as the soundtrack for the casual dining chain’s 40th anniversary.

As always, the tune’s infuriatingly familiar rhythm will get your toes tapping (or set your teeth grinding, depending on personal taste). The words, however, have been tweaked in a series of 15-second spots as Chili’s goes for the funny (bone) to introduce a slimmed-down and refocused menu.

These days, the joint is bigger than just ribs, as we learn in the first two ads below:

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