With the World Cup just over a month away, Lay’s launched what is already one of the most talked about advertising campaigns of the World Cup preview. Under the concept “Epic Watch Party” -either “Without Lay’s there is no game”in the Spanish version—, the brand brought together Miami to a cast that combines world football icons with an unexpected entertainment figure: the actor Steve Carell.
The commercial, developed together with the agency Global Slap and filmed in the city where Lionel Messi makes your daily life, poses a premise as simple as it is effective. David Beckham and Thierry Henryconvinced by Carell, organize a watch party exclusive for local fans. The access condition is only one: being caught in a supermarket parking lot with a bag of Lay’s in your hand. The chosen fans are taken to a house where they end up watching the game with their idols.
The moment most celebrated by social networks came with the appearance of Messi. The captain of the National Team, true to his style, is the only member of the cast who does not use English. His entry to the event with a laconic “goodbye” generated a flood of reactions on platforms such as X and Instagram. The closing of the spot is the responsibility of Carell, who proposes to liven up the halftime with a karaoke session. The Spanish soccer player also participated Alexia Putellas.
The campaign represents an evolution of the platform “No Lay’s, No Game”which the brand originally launched during the UEFA Champions League 2023-2024 and it became popular with an activation in which Beckham and Henry walked around a stadium looking for someone with a bag of potatoes so they could watch the game. Now, in its World Cup version, the proposal is escalating in ambition and production.
Beyond the spot, PepsiCo —owner of the brand—built a broader ecosystem of participation around the tournament. One of its axes is a group of WhatsApp called “Epic Watch Party” which, according to the company, already has more than 4 million fans. The chat includes memes, voice notes, reactions to goals and exclusive content in real time during matches.
“The campaign has always sought to bring fans closer to the players they admire in an authentic and memorable way,” he explained. Alexis PorterGlobal Vice President of Lay’s.
