I was lucky enough to be part of this amazing opportunity of working on a World Cup Campaign as LAYS unveiled it’s new partnership with FIFA as official sponsor of the World Cup. The film pairs football’s Peyton Manning against fútbol’s David Beckham in the age-old debate:
Is it called Soccer or Football?
Directed by Michael Bay and star appearances by Mia Hamm, Brandi Chastain, Timothy Howard and Javier ‘Chicharito’ Hernández. The commercial will air in a long-form cut as well as in 60-, 30-, 15- and 6-second versions tailored for digital and mobile.
The campaign also "includes a 'snack card’ game” in which fans could earn free Lays for every yellow card and free Doritos bags for each red card a referee pulled. Fans “had to follow Lay’s and Doritos on Instagram and seek links via the brands’ stories that unlock a chance to win.
The World Cup push also included the “Pass the Ball Challenge”. Which allowed fans who bought any Frito-Lay product marked with World Cup packaging could scan a QR code to be invited to upload a photo of their face to a digital soccer ball. The first 350,000 people to register received a NFT (nonfungible token) with an image of themselves on it. Simultaneously, three limited-edition products were launched for World Cup: Lay’s Bacon Wrapped Jalapeño, Lay’s Adobadas and Lay’s Wavy Carnitas Street Tacos.