When you’re the world’s #1 hot sauce, you can get taken for granted. So to pressure test the brand's “I Put that S#!T on Everything” tagline, we set out to prove that we’re just number one, we’re the Greatest of All Time. Why? Because any dish we touch becomes the best it can be.

So, with the Super Bowl in sight, Frank's had to own its GOAT status loud and proud while establishing itself as a must for every dish on game day and beyond. That’s where Ludacris (and his Def Jam South crew) came in to help, by creating the “most popular Super Bowl ad that didn’t actually air during the Super Bowl.”