Lionel Messi swaps out ‘Olé’ soccer chant for ‘Oh-Lay’s’ in new Lay’s commercial

In ‘Oh-Lay’s,’ a new commercial and ad campaign for Lay’s potato chips, soccer star Lionel Messi swaps out the traditional campaign with a branded refrain, “Oh-Lay’s, Oh-Lay’s, Oh-Lay’s.”

The objective? To ignite excitement among fans as soccer season reaches its zenith. With this campaign, Lay’s is launching exclusive, collectible-worthy Lay’s bags to mark Messi’s first chip shot goal this year.

The brand says when Messi makes his first chip shot goal of the season, soccer fans across the US will have the chance to win limited-edition soccer ball-shaped potato chip bags.

One lucky fan will also win a Messi-autographed Lay’s jersey like the ones featured in the new commercial.

“One of the best parts of the sport is that it brings families and friends together to cheer on their favorite team, which is exactly what Lay’s strives to do,” Messi said in a statement shared with The Drum. “This campaign combines football and Lay's in an iconic way that will have fans chanting for years to come.”

This summer, Lay’s joins other Frito-Lay brands as sponsors of the Leagues Cup tournament this summer, a World Cup-style tournament sanctioned by Concacaf.

“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,” said Tina Mahal, senior vice-president of marketing, PepsiCo Foods North America. “With the introduction of ‘Oh-Lay’s,’ we’re thrilled to continue our commitment to spark moments of joy for soccer fans everywhere, reminding them that there's no better snack for watching soccer than Lay’s potato chips.”

The campaign is the work of D3, PepsiCo’s in-house creative agency.

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