What unique experience has shaped you? What challenges have you overcome to find yourself where you stand today? These moments in life are what make you different. These are your ridges.

LeBron James partnered with PepsiCo to bring us a campaign about individuality and Ruffles. The first ad in the “Own Your Ridges” campaign features the basketball superstar as he watches a variety of people break through their barriers and discover themselves. They find themselves facing obstacles that may cause some to quit, but they forge on and achieve their goals. It likens these moments in life that set us apart from one another to the ridges in Ruffles, which distinguish it from other potato chips. It calls on the audience to celebrate their ridges and own their identity.

This campaign marks the first TV campaign for Ruffles in nearly a decade, and the use of LeBron James and themes of individuality help it to reach younger audiences. James’ reputation as not only an athlete, but a philanthropist helps lend credibility to their message. Beyond that, the PepsiCo Foundation has partnered with the LeBron James Foundation to help communities in need, cementing their commitment to social change. So ask yourself; what ARE your ridges?