The Dixie Chicks were on top of the charts and about to launch their first national tour. Chili’s - a GSD&M client - reached out about being a sponsor for their tour. My team was tasked with presenting ideas where the Chicks would sing their version of the Baby Back Ribs spot. We thought this was a terrible idea. So we also concepted Chili’s campaigns that didn’t feature the song.

We presented the work to The Chicks over lunch at the Lowes in Santa Monica. As soon as we started, Natalie Mains (total badass) burst out laughing and said there was no way in hell we’re gonna sing that song. We nervously chuckled and went through the rest of the spots. They thanked us and we went on our way.

A week later we heard that they didn’t want to do a Chili’s spot and they didn’t want Chili’s to be a sponsor of the tour but they did want “those guys” to come up with Dixie Chick ads to promote the tour. We did, with the help of Seth Taylor and Carol Hurst.

We had a real rock and roll time filming these over a couple days in Nashville. Unfortunately, I can’t find the spot that opens on a close up of Natalie drinking from a stream of water. Pull back to reveal it’s a bidet. The other Chicks come in and state, ‘that’s a weird looking water fountain.’

”Banjo Smash”