Leveraging the start of the UEFA Champions League 2023/24 knockout stages, UCL partner Lay’s teamed up with ambassadors and football legends David Beckham and Thierry Henry for a long-form, in-stadium shot spot filmed during a match called ‘Chip Cam’
Rolling out from 22 February, the spot – the latest content in the Frito-Lay brand’s ongoing ‘No Lay’s, No Game’ platform – was shot in less than five minutes during a match in the San Siro. It sees Beckham and Henry finish a bag of Lay’s while watching the game from the sideline. After finding their crisp packet empty, the two legends ask the cameraman to use ‘Chip Cam’ to find fans in the stadium with (unfinished) packets of Lay’s and then using the stadium audio system invite them to watch the rest of the match sitting next to them pitchside.
The spot, officially titled ‘Lay’s Chip Cam with David Beckham & Thierry Henry’ closes with the lines: “Proof that you never lose when you have Lay’s. No Lay’s, No Game.”
The long-form video was filmed in just a few minutes during a live game between AC Milan and PSG at Milan’s San Siro Stadium. The central spot was backed by a behind-the-scenes video.
To extend the campaign beyond the spot (which ran on TV, digital and social), Lay’s also partnered with Meta to create the ‘Lay’s Detector’: a digital experience that gives consumers a chance to scan a QR code on social channels to prove they’re holding Lay’s for a chance to win UCL and brand linked prizes, merchandise and tickets (including VIP trips to the UEFA Champions League Men’s Finals at Wembley Stadium in London and the Women’s Final at the San Mamés Stadium in Bilbao).
The Lay’s Detector was made available through the brand’s Instagram and Facebook pages in the USA and across various other local brand social channels.
The campaign was created by agency Slap Global and the hero spot was helmed by Director Andrew Lane and the campaign rolled out in select international markets through the UCL knockout stages in the lead up to the Women’s and Men’s UCL Finals (on 25 May and 1 June respectively).
“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 David Beckham.
“Last year, I teamed up with Lay’s to surprise some of soccer’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 field, 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,” added Thierry Henry.
This strand on an ongoing activation platform blends a star-studded in-game stunt with a digital experience that aims to engage fans and consumers all across the world.
‘Chip Cam’ plays on the ever-expanding in-arena tactic of linking live shots to the in-stadium screen pioneered by ‘KissCam’ and then expanded into DrumCam, DanceCam and the like.
Lay’s first launched ‘No Lay’s, No Game’ in February 2023 with spots featuring Arsenal, Barcelona and France legend Henry visiting fans at their homes. While Beckham previously featured in the brand’s FIFA World Cup partnership marketing.