Tostitos aren't like other chips—they're built different. Tostitos Scoops! are made to take on more without breaking, giving you more of the dip you love; while Tostitos Restaurant Style has the versatility to tackle any snack. 

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To show the rugged nature of our chips, we needed a medium synonymous with taking on the tough jobs. So we parodied the anthemic voice-overs and dramatic cinematography of truck and tool commercials, playing on their tropes to drive home the benefits of Tostitos.

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The client loved our idea so much that they put the campaign into production a year ahead of schedule.