Lay’s Chooses Sweet Over Salty for Potato Chip Pitch in Super Bowl

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Frito-Lay is getting ready to turn traditional notions of potato-chip advertising into mash.

The major player in snack foods, which is a part of PepsiCo., plans to air a minute-long commercial during the Super Bowl to promote its iconic Lay’s brand. This advertisement aims to create a similar impact as Budweiser’s Clydesdale horses and Chrysler’s portrayal of an American struggling with recession, but this time for potatoes in the Big Game.

Audience members catching the advertisement aired during the third quarter of Fox’s Super Bowl LIX transmission will be treated to an emotional story about a young girl from a potato farm, who cultivates her own tubers and defends them against harsh weather conditions, in order to add them to her family’s harvest for Lay’s. The ad makes clear that the potatoes used by Lay’s are sourced from farms operated by families all across America.

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Those tuning in during the third quarter of Fox’s Super Bowl LIX telecast will encounter an impactful narrative about a young girl on a potato farm, who nurtures her own potatoes through difficult weather to contribute them to Lay’s for their family harvest. The commercial highlights that Lay’s uses potatoes grown on American family farms.

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During the third quarter of Fox’s Super Bowl LIX broadcast, viewers will witness a heartwarming story about a young girl tending her own potatoes on a farm, braving stormy weather to supply them for her family’s Lay’s stockpile. The ad emphasizes that Lay’s uses potatoes cultivated on American farms run by families.

Frito-Lay, known for its Doritos ads that have grabbed viewers’ attention during previous Super Bowls, along with their unique and adventurous snack flavors and animated mascots like Chester Cheetah, is not showcasing those elements in the latest Lay’s commercial. Instead, this ad tells a heartwarming story without any dialogue whatsoever.

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In contrast to Frito-Lay’s past Doritos ads that have made an impact during Super Bowls, unique snack flavors, and animated mascots like Chester Cheetah, the new Lay’s commercial does not feature these elements. Instead, it tells a moving story without any spoken words.

Chris Bellinger, the chief creative officer for PepsiCo Foods, expresses his enthusiasm about seeing people’s reactions to what they are doing, as he finds it unique and distinct from any projects they have tackled before during a recent interview.

Many Super Bowl ads often feature celebrities, immature humor, and references to the past. A few, though, aim to stand out by encouraging audiences to consider fresh perspectives or challenge traditional beliefs. For instance, Apple’s iconic 1984 commercial showcased an athlete smashing a sledgehammer against a propaganda video, awakening citizens from a tranquil state. In 2011 and 2012, Chrysler broadcasted two-minute ads that encouraged viewers to feel more proud of Detroit and the United States, with Clint Eastwood joining in the second year to discuss “halftime in America.” Anheuser-Busch InBev used their famous Clydesdales in 2002 to express sorrow over the September 11 terrorist attacks.

Frito-Lay is trying to captivate people’s interest in their iconic potato chips amidst a bustling marketplace. Many advertisers plan to showcase yogurt, soda, candy, and beer during Super Bowl LIX. Meanwhile, Pringles, a competing potato chip brand owned by Kellanova, will also air an ad for the Big Game. Furthermore, viewers can expect commercials for no less than three distinct food-delivery services as well.

A tale about Lay’s origin and the diligent individuals who contribute to their production might stand out among the competition, Bellinger proposes. He explains, “Interestingly, a significant portion of people are unaware that potato chips originate from potatoes.” Moreover, he adds, these individuals may not be aware that the snack wouldn’t have been created without numerous multi-generational farms.

These aren’t the Lay’s chips that the company presented in 2022, where Seth Rogen and Paul Rudd demonstrated how these crisps facilitated their bonding during numerous perilous situations, such as an abduction and an unusual journey.

In contrast to the Lay’s chips offered by the company in 2022, it wasn’t the same experience portrayed by Seth Rogen and Paul Rudd where they showed how these snacks helped them bond through various hazardous incidents like an abduction and a peculiar road trip.

But it is a Lay’s that thinks it can’t keep relying on the same strategies to court consumers.

According to Bellinger, the company made its decision regarding the ad quite late, which was around November. At this time, most Super Bowl advertisers have already shifted their focus from developing creative ideas to securing celebrities, popular songs, and other elements. The inspiration for the story came from real farmers who supply potatoes to Lay’s, and there was a lot of debate about whether to prioritize emotion over humor. Bellinger explained, “We had a big discussion: ‘Will this feel different for us? Are we comfortable taking a new approach?’

Frito-Lay employed both actors for their ads and agriculture consultants to maintain authenticity, ensuring no artificial potatoes were involved in their commercial production. As stated, “There’s no digital manipulation of potato crops.” Every aspect, from the planted tubers to the final dug-up potato, as well as the vines and roots, are all genuine.

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2025-02-04 15:17