consumer packaged goods

Lays Returns With Global Soccer-Themed Ads

Frito-Lay’s brought back its “No Lay’s, No Game” global campaign ahead of the UEFA Champions League (UCL),  with Theirry Henry returning for the brand -- this time alongside fellow soccer legend David Beckham.

"Last year, I teamed up with Lay's to surprise some of soccer's biggest fans by literally going to their doors to see if they had Lay's – and if they did, I stayed and watched the match with them," Henry explained in a statement.

At the center of this year's campaign is the "Chip Cam" spot created in collaboration with agency Slap Global,which will run throughout the UCL’s championship tournament. Shot in front of a crowd at Milan’s San Siro stadium, the ad features Henry and Beckham running out of chips and then searching for fans who can provide a fresh supply.  When  they find a father and daughter with a bag of Lay’s, Henry and Beckham reward them with a seating upgrade: watching the match alongside the two soccer icons.



In addition to the broadcast ad, which will continue to run through the UCL’s Mens and Womens  Finals this spring, there’s also a longform version, and a behind-the-scenes feature documenting Beckham and Henry taking to the field to work together on the campaign after careers which saw them on opposing teams.

“We spent a lot of our careers playing against each other on the field, so there's something special about coming together with Lay's in a whole new way to offer a once-in-a-lifetime experience for fans,” Henry said in a statement.

Additionally, the brand created a “Lay’s Detector” digital experience in partnership with Meta to bring the “No Lay’s, No Game” experience to viewers at home. Fans who can prove they have Lay’s with them while watching a game by scanning a QR code on the bag get a chance to win exclusive prizes – including tickets to the UCL Men’s Final at London’s Wembley Stadium. U.S. residents can participate in the “Lay’s Detector” experience via the brand’s Facebook and Instagram pages.

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