Ludacris reunites DTP artists for a Super Bowl ad promoting Frank’s Red Hot’s Sweet Chili sauce, hinting at a possible label revival.

Ludacris reunited with former DTP artists Chingy, Shawnna, I-20, and DJ Infamous for a Super Bowl commercial promoting Frank’s Red Hot’s new Sweet Chili sauce, jokingly calling it the “G.O.A.T.” with a nod to Ludacris’ 2004 hit “Number One Spot.” The ad features playful banter and inside jokes, with behind-the-scenes clips showing lighthearted teasing. The DTP label, founded in 1998, launched Ludacris’ career and helped sign artists like Shawnna, Chingy, and 2 Chainz. Though inactive for years, Ludacris has recently released singles like “44 Bars” and appeared on projects such as Jermaine Dupri’s Magic City, fueling speculation about a potential DTP revival.