In 2018, Chance the Rapper made headlines when he teamed up with Frito-Lay's Doritos for a unique Super Bowl advert. The commercial, which aired during the big game, featured the Grammy-winning artist reimagining the classic "Fear and Loathing in Las Vegas" plot while chowing down on Doritos Blaze and Cool Ranch chips. The ad was not only entertaining but also sparked a lot of curiosity about the lyrics from the new track produced for the commercial.
Chance the Rapper, known for his socially conscious lyrics, deviated from his usual style to create a humorous, tongue-in-cheek song that perfectly matched the wild and exaggerated narrative of the Doritos commercial. The new track, officially titled "We the People", became an instant hit, with fans eager to dissect every line.
About the Doritos Commercial
The Doritos commercial, directed by Jeff Nicholas, follows Chance the Rapper as he plays a variation of Hunter S. Thompson's character, Dr. Gonzo. Chance sits in the backseat of a limo, typing away on a typewriter, as he narrates his wild, chip-fueled journey. The ad also features Matt Walsh as a mad-eyed, Doritos-obsessed version of Thompson's alter ego, Raoul Duke.
Throughout the commercial, Chance and Matt engage in a series of over-the-top antics, including a high-speed limo chase, a run-in with a crazed Matt Dillon (playing a heightened version of himself), and a seemingly psychic confrontation with a bag of Doritos Roulette. The entire ad is anchored by Chance's irreverent, hilarious commentary, delivered in the style of Thompson's seminal book.
The "Fear and Loathing" Influence
The Doritos commercial is a clear nod to the 1971 book "Fear and Loathing in Las Vegas" and its 1998 movie adaptation. Both Chance and director Jeff Nicholas did an excellent job capturing the spirit of the original source material. From Chance's narrational style to the over-the-top antics and the use of iconic symbols like the femur and the red, white, and blue drug case, the commercial stays true to the book's absurd, drug-fueled narrative.
However, unlike the original story, which delves into the darker aspects of the American dream, the Doritos commercial keeps things lighthearted and comedic. By replacing drugs with Doritos chips, the ad turns the "Fear and Loathing" story into a wild, hyperbole-filled adventure that highlights the Super Bowl snacking experience.
"We the People" lyrics and themes
For the Doritos commercial, Chance the Rapper co-wrote and recorded "We the People", a track that serves as thePerfect soundtrack to the chaotic, chip-fueled adventure. The song's lyrics are laced with humorous references to the commercial's narrative, as well as clever nods to the original "Fear and Loathing" story. Some of the standout lines include:
- "I'm on a quest for a snack, on a mission from above" – a playful take on the original story's "search for the American Dream".
- "Duke and I are through the red light, green light, in the blaze, volcano, we don't care" – a reference to Doritos Blaze and Cool Ranch flavors, as well as the fiery, volcanic setting from the "Fear and Loathing" book cover.
- "We the people, just trying to find a spot, in this town, where the pace is hot, but the chips are cold" – a clever rhyme that encapsulates the commercial's over-the-top setting and the Super Bowl snacking experience.
The track also features a memorable chorus, which Chance sings in collaboration with Kanye West. The chorus plays on the theme of unity and shared experiences, with the lyrics "We the people, just trying to find a spot, in this town, where the pace is hot, but the chips are cold". This theme resonates not only with the Doritos commercial's narrative but also with Chance the Rapper's broader focus on community and togetherness.
In the final scene of the Doritos commercial, Chance and Matt find themselves in a peaceful, post-adventure state, surrounded by a sea of Doritos bags. As they reach for what appears to be a bag of Doritos Roulette, Chance's voiceover declares, "What happens in Vegas stays in Vegas... until next Super Bowl". This comedic line, and the overall sentiment of the commercial, perfectly encapsulates the wild, hyperbole-driven spirit of the "Fear and Loathing" story, while also celebrating the joy of snacking during big sporting events.
