The Pace Picante New York City commercials were a series of commercials that ran in the late 80s through the early 2000s. They generally featured a group of cowboys or Texans running out of their beloved Pace Picante salsa when an interloper offered some other brand instead, only for the cowboys to find out their salsa was made in New York City. Well, I don’t need to tell you what kind of an affront that would be in this cartoon world of flavors where Pace Picante is the zenith of authenticity.
The commercials playfully leveraged the growing cultural division between the city and the country to market a mass-produced salsa, achieving this through threats of violence or some country justice.
Perhaps the best example of this is the first commercial on our list, the 1993 ‘Get a Rope’ commercial featuring Ralph Steadman.
