Frito-Lay, the official USA snack of the FIFA World Cup, rolled out the core commercial spearheading it Qatar 2022 activation built around an old-school ‘Soccer or Football’ debate between football legends Peyton Manning and David Beckham.
Created and produced by Frito-Lay’s in-house creative agency, the hero spot sees NFL Hall-of-Famer Manning and Champions League winner Beckham go to extreme lengths to argue the difference between football and soccer (with cameos by other soccer stars including Brandi Chastain, Javier Hernández, Julie Foudy, Mia Hamm, Tim Howard and Ron Funches).
Directed by Michael Bay, the PepsiCo brand’s flagship ad sees the two discuss the names and merits of the two sports while snacking on Frito-Lay products, before asking their social followers and enlisting a team of soccer moms to reinforce their arguments. The commercial dropped on 15 November on TV and across online platforms in a long-form cut, as well as in 60-, 30-, 15- and 6-second versions tailored to social channels and will run through the duration of Qatar 2022.
As well as the central commercial, Frito-Lay’s World Cup marketing includes a social media ‘Snack Cards’ challenge on the brand’s Instagram stories in the USA. Kicking off on 29 November during the USA v Iran game, at-home viewers and Insta users compete for yellow bags of Lay’s when a referee shows a yellow card and a red bag of Doritos when the referee shows a player a red card. To be eligible to play, users simply need to follow Lays and Doritos on Instagram and follow links via the brands’ stories that unlock a chance to win.
This follows other World Cup plays by the brand like the launch of limited edition, tournament-linked flavours (Lay’s Bacon Wrapped Jalapeño, Lay’s Adobadas and Lay’s Wavy Carnitas Street Tacos) and the ‘Pass the Ball Challenge’ which began in October and offered fans who bought any Frito-Lay product marked with World Cup packaging a chance to scan a QR code and then be invited to upload a photo of their face to a digital soccer ball.
Users can then also interact with various images to see who each person is supporting and the first 350,000 people to register received a non-fungible token (NFT) with an image of themselves on it.
We're celebrating FIFA World Cup 2022™ w/ the "Pass the Ball Challenge". Fans across the U.S. can purchase specially marked FIFA World Cup Frito-Lay products for the chance to win a trip to the World Cup final! 18+ Grand Prize entry deadline: 11/10/22. More details below pic.twitter.com/pVAV7QjHQE
— Frito-Lay (@Fritolay) October 25, 2022
Comment
This is a fairly old-school theme for a fairly old-school TV commercial backed by a classic limited edition product roll out and additional campaign strands leveraging more contemporary technologies and platforms.
For the brand, it followed in the footsteps of other recent NFL and soccer campaigns such as Manning’s ‘Road To Super Bowl LVI’ and soccer’s ‘Messi’s Messages’.
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