Popular snack brand Lay's just revealed its latest campaign with football legend Lionel Messi to introduce a playful spin on the traditional "Olé, Olé, Olé" chant.
The new campaign introduces "Oh Lay's," aiming to solidify the brand's connection with supporters worldwide with the modified soccer rally cry.
Launched with a new TV spot, the full one-minute version opens with Messi sporting a yellow soccer uniform in the locker room, saying, “Oh Lay’s” after taking a chip out of a Lay’s bag.
Upon hearing it, his teammate started chanting, “Oh Lay's, Oh Lay's, Oh Lay's” to continue the chant in the original “Olé” fashion.
The entire locker room is then filled with the “Oh Lay’s” chant as his other teammates join in until they go out of the dugout and onto the field.
Fans at the stadium, as well as those watching the game on their gadgets, chant along, as Messi scores with his signature chip-shot goal.
The commercial ends with an astronaut perfectly singing the end verse of “Oh Lay’s” as she reaches out for a bag of Lay’s in space, with the tagline, “Soccer and Lay’s, the perfect match.”
Score Limited-Edition Memorabilia
Lay's is taking the "Oh Lay's" campaign a step further by launching a special sweepstakes tied to Messi's iconic chip shot goals.
Fans will have the chance to win limited-edition ball-shaped Lay's chip bags once Messi scores his first chip shot goal of the 2024 season.
One lucky grand prize winner will also walk away with a Messi-autographed Lay's jersey, replicating those featured in the new commercial.
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“When it comes to the perfect blend of skill and flavor, few can match the iconic taste of Lay’s chips or the mastery of Messi on the field, so we knew we had to bring the chip icons together to recognize their greatness,” shared Tina Mahal, SVP of marketing at PepsiCo Foods North America.
The "Oh Lay's" commercial is set to air throughout the Leagues Cup this summer, further solidifying Lay's presence in the soccer world.
The brand joins other PepsiCo brands as an official sponsor of snacks and energy drinks for the tournament.