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When the biggest football star in the world does a commercial, we’re watching. The latest Messi ad for chips brand Lay’s doesn’t disappoint. It’s an addictive football jingle-slash-chant that is guaranteed to be stuck in your head for some time. And that’s exactly how you do it. See for yourself.
The New Messi ad is all about “Oh Lay’s”
A good jingle can take your brand really far. Lay’s understands that and delivers. The new commercial with the famous Argentine football player starts with Leo staring at the golden chip (by the way, Messi’s flavor choice is “Classic” if you were wondering) and proclaiming “Oh Lay’s.”
His team decides to repeat this and the avalanche of “Oh Lay’s” becomes unstoppable. It’s football, a sport where fans are used to screaming and singing to support their teams. So “Oh Lay’s” turns into a substitute for another famous football chant, the “Ole Ole Ole.”
By the way, Ole is a Spanish word that “back to the bullfighting days, where it was a marker of approval from the spectators” per RTE. But the tune that is used in the Lay’s Messi ad originally appeared on a song by Belgian Grand Jojo called “Anderlecht Champion.” And it wasn’t “Ole,” the words went “Allez, allez, allez” meaning “Go, go, go” in French.
Chanting for years to come
“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. “This campaign combines football and Lay’s in an iconic way that will have fans chanting for years to come.”
So the company does aim for global success and taking over the football stadiums around the world with their addictive “Oh Lay’s” chant.
“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.
Messi and Lay’s is a perfect match
This is not the first Messi ad for Lay’s. In fact, the two have a long and fruitful collaboration history and gave us some of the most memorable campaigns of recent years.
Like this Messi ad where 807 goats were used to form an Inter Miami player face:
Or “Messi visits” where Lionel refuses to watch football in a household that doesn’t have a bag of Lay’s inside:
Lay’s and Messi are a power duo for sure.
