We see a couple of western guys sitting by a camp. There's covered wagon in the background. They are watching some guy try to get on to a horse, but failing. The guy gives up on the horse and signals a taxi that arrives instantly. The real cowboys look on and comment with disdain. Next, we see the guy (who is not a real cowboy, but a city dweller). He's inside the taxi now, riding it like a horse (slapping the side of it through the window with his cowboy hat). Next a close-up shot of a chip dipping into some Pace Salsa. Then, an arm coming down with a jar of Pace onto some boards. Then, a series of shots of tomato, onion, and hot peppers. Finally, we see a shot of a painted barn and someone walking into it with a saddle under his arm. The paint on the barn depicts the Pace logo with a jar and the words, "Grab the southwest by the bottle."

Transcript

Is that the guy who gets his salsa from New York City? *whistles* I do believe you're right. 'round here there's only one word for salsa: Pace. Made the right way, for that big, bold kick. Grab the southwest by the bottle.