Do you have Lay’s? Well, this apparently simple question could lead to surprising rewards, at unexpected moments, and sometimes from unexpected sources. Lay’s, the world’s top chip brand and official snack partner of the UEFA Champions League (UCL), has launched No Lay’s, No Game 2024, rewarding fans who are ready for game day with Lay’s throughout the tournament. Through an ambitious “Chip Cam” stunt featuring football superstars David Beckham and Thierry Henry, as well as an immersive digital experience with the Lay’s Detector, Lay’s is bringing joy to football fans worldwide who watch the beautiful game with Lay’s in hand.
“We’ve heard from football fans from all over the world and they tell us the same thing: whether watching with a group of friends or at home solo, the experience is always better when sharing a bag of Lay’s,” said Ciara Dilley, vice president of marketing, Global Foods Group at PepsiCo.
“This year, No Lay’s, No Game is giving fans even more reasons to have Lay’s in hand. For those who do, something truly remarkable might happen. And those who don’t? They may be left missing out,” she added.
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This year, Lay’s embraced an adventurous approach for its campaign, enlisting Beckham and Henry to pose the question, “Do you have Lay’s?” to a crowd of 75,000 cheering fans at San Siro during one of the most anticipated matches of the UEFA Champions League season between AC Milan and PSG. Just before kick-off, Beckham discovered, and couldn’t believe, that Henry had eaten all of his Lay’s chips. To resolve it in just five minutes, the two put out a call through the Lay’s “Chip Cam” – an unexpected spin on the traditional kiss cam.
In a thrilling yet amusing quest to locate Lay’s, the Chip Cam sweeps through the crowd. Beckham and Henry observe as spectators offer various items on the jumbotron – from pizzas to empty Lay’s bags, even a couple engaged in a kiss – all eager to catch attention. Finally, much to Beckham and Henry’s delight, two fortunate fans, a father and daughter, are spotted with Lay’s and are invited to enjoy the game alongside the iconic football stars. This demonstrates that having Lay’s can unlock an extraordinary football viewing experience. This epic pursuit to discover fans with Lay’s, leading to an unparalleled viewing opportunity for the fortunate winners, serves as the highlight of this year’s No Lay’s, No Game commercial and will be broadcast throughout the UCL tournament season.
“We had a great day filming at the San Siro stadium for No Lay’s, No Game. Whenever Thierry and I get together it’s always a lot of fun – and it was fantastic being able to surprise 75,000 fans,” said Beckham.
“Last year, I teamed up with Lay’s to surprise some of football’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,” said Henry. “This year, we really upped the ante with the Lay’s Chip Cam, and it was truly an exhilarating experience being back in the stadium with David. We spent a lot of our careers playing against each other on the pitch, 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.”
The collaboration for the campaign involved Slap Global and was directed by the award-winning commercial and television director, Andrew Lane.
While not everyone can attend the San Siro, Lay’s is bringing No Lay’s No Game to your home. In collaboration with Meta and Simone, Lay’s has introduced the Lay’s Detector, a distinctive digital experience offering football fans in select countries around the globe the opportunity to win exciting prizes throughout the UCL tournament. How does it work? Fans need to demonstrate they have Lay’s with them while watching a match. To utilize the Lay’s Detector, simply scan the QR code found on Lay’s social channels or the No Lay’s, No Game commercial to activate the effect. Subsequently, fans will be prompted to confirm their Lay’s possession – and if confirmed, they’ll be eligible to win exclusive prizes, content, and even tickets to the UCL Men’s Finals at Wembley Stadium in London. And if they don’t have Lay’s handy? Not to worry, fans will still have additional opportunities to showcase their Lay’s bag for a chance to win epic prizes throughout the remainder of the season.
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