• by Karlene Lukovitz  @KLmarketdaily, January 12, 2015

A new video series from Tostitos featuring Philadelphia Eagles head coach Chip Kelly uses a humorous rivalry theme to spotlight the brand's NFL sponsorship.

In 10 different 15-second videos, Kelly feigns increasing desperation and frustration in a variety of scenarios, as a voiceover announcer repeatedly rubs in the message that Tostitos, not Kelly, is "the Official Chip of the NFL."

The videos are viewable on Tostitos' YouTube page and the brand’s Facebook,Twitter and Instagram platforms, and through paid presence on sports and entertainment sites such as ESPN.com, People.com and USAToday.com. 

Tostitos will be using social to promote the videos during the Super Bowl festivities. The Frito-Lay brand will also be taking over two city blocks, dubbed "Tostitos Party Blvd.," in the downtown Phoenix area that has been designated Super Bowl Central.

Kelly's brand representative agreement with Tostitos runs through the NFL season. Other elements of the "Official Chip" campaign will include more content (a "unanimous TKO" for the rivalry is hinted at) and out-of-home advertising, will be rolled out during the season, brand spokespeople tell Marketing Daily.