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Chiliโs is back with a new commercial, this time served up with a side of nostalgia.
The brandโs infamous โI want my baby back ribsโ commercials of the Y2K era were classics (the *NSYNC commercial in particular lives rent-free in my head). Now, the restaurant chain is reminiscing on that time period in its latest commercial starring singer Brian McKnight.
The ad depicts a waiter named Brian who closely resembles McKnight (but insists he isnโt) serenading his customers to the tune of the singerโs 1999 hit โBack At One.โ Spoiler alert: the waiter is indeed Brian McKnight.
If the videoโs comment section on YouTube is any indication, Chiliโs knocked it out of the park connecting with its ideal customer. Comments on the video are overwhelmingly positive, with users commenting on how nostalgic the video was.
In recent years Chiliโs has zeroed in on millennials, particularly those with young families, as its target demographic. If thereโs anything marketers have learned about reaching millennials, itโs that nostalgia sells.
Millennials, or those born between 1981 and 1996, are a generation of people who are on top of most internet trends while still being old enough to remember the โbefore timesโ โ the days before technology was at the center of our interactions.
When brands are able to recreate moments that are reminiscent of the past through a modern digital lens, it can be an effective way to reach millennial customers.
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