The 'baby back' jingle from restaurant chain Chili's is back, but now it’s about more than just ribs to reflect Chili’s Grill & Bar’s new ‘less is more’ menu.A new campaign from O’Keefe Reinhard & Paul plays to the music – literally, leveraging the iconic tune that was introduced 19 years ago as it lets consumers know about Chili’s refocused, slimmed down menu.The new version has been turned upside down to let people know that ‘Chili’s is Back, Baby’ with a refocused, slimmed down menu that focuses on burgers, ribs and fajitas.CreditsO’Keefe Reinhard & Paul – AgencyMatt Reinhard – Founder/CCOJen Bills – Creative DirectorDana Quercioli – CopywriterRachel Warner – DesignerTrevor Rose – Motion Designer Scott Mitchell – Head of ProductionKatie Johnson – Director of Production/Business AffairsCharlie Ferraye – ProducerManny Rodriguez – Food PhotographyMan on Fire – Production CompanyAlex Neuman – DirectorBeacon Street Studios – MusicWhiskey & Bananas – EditorialThe Mill - Color