Atlanta is a strong market for Texas Pete Hot Sauce, and in Atlanta traffic is a given. We decided to catch people stuck in traffic on their way home from work when they’re thinking about dinner. We took common phrases that people use to describe our product, “adds a punch, adds kick, more intense flavors” and brought them to life in a short digestible format in a surprising, fun way that catches the listener off guard and make them want some Drama for Your Mouth.