Creativity

Tostitos Hired Jean Claude Van Damme to Hijack Your Friends

Campaign by Goodby Silverstein is Action Star's Latest Foray Into Advertising

By Alexandra Jardine. Published on Mar 14, 2018

Editor's Pick

He's starred in a Cannes Grand Prix-winning ad for Volvo and thrown outrageous dance moves for Coors Light. Now the "Muscles from Brussels" Jean-Claude Van Damme is back, in a campaign for Tostitos.

The premise of the new work, by Goodby Silverstein & Partners, is that if you don't bother to get together with your friends over a bag of chips, they might replace you with a new friend. Like Van Damme. In the TV ad, seen here, he goes from just hanging out with the friends at home to taking selfies with them, serenading them at beach barbecues, and even appearing at their wedding as both best man and bridesmaid. "You just got Van Dammed. Don't get Van Dammed," he says, ahead of the tagline: "Get Together Already."

Van Damme also appears in a series of shorter digital clips talking delivering humorous quips around the subject of friendship. More work will roll out throughout the year. It follows Tostitos' Super Bowl spot, featuring "The Fresh Prince of Bel Air" star Alfonso Riviera, where Tostitos gave hosts a personalized Super Bowl ad that they could use to advertise their Super Bowl party.

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Credits

Date
Mar 14, 2018
Agency:
Goodby Silverstein & Partners
Client:
Tostitos
Co-Chairperson:
Rich Silverstein
Co-Chairperson:
Jeff Goodby
Chief Creative Officer:
Margaret Johnson
Creative Director:
Jeff Gillette
Associate Creative Director:
Kurt Mills
Associate Creative Director:
Florian Marquardt
Art Director:
Florian Marquardt
Art Director:
Michael Kang
Art Director:
Nicolle Zurek
Copywriter:
Kurt Mills
Copywriter:
Matt Casey
Copywriter:
Jenna Kauppi
Director of Broadcast Production:
Tod Puckett
Executive Producer:
Timothy Plain
Broadcast Producer:
Molly Troy
Director of Communications:
Meredith Vellines
Account Director:
Becca Morris
Account Manager:
Lisa Kourakos
Assistant Account Manager:
Maddie Kirkland
Group Brand Strategy Director:
Ralph Paone
Senior Brand Strategist:
Harper Bokum-Fauth
Communications Strategist:
Catherine Kim
SENIOR BA MANAGER:
Chrissy Shearer
Photographer:
Quinn Gravier
Print Producer:
Noah Dasho

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