Are you a fan of Lay’s potato chips? Well, get ready for a treat! This Friday on ABC, you won’t be able to watch just one commercial for Lay’s, but a series of eight different ads that will leave you craving more.
In a groundbreaking move, Disney has allowed Frito-Lay, the snacking giant owned by PepsiCo, to dominate one-third of the national advertising inventory on ABC for the day. The result? Eight hilarious commercials featuring actor Stephen Tobolowsky in a “Groundhog Day” scenario, where he finds himself stuck in a time loop, trying different flavors of Lay’s potato chips with a growing sense of desperation.
This collaboration between Disney and Frito-Lay is a first of its kind. The ads will not only air on ABC but will also make their way to Hulu. It’s a brilliant strategy to capture viewers’ attention and create a buzz around Lay’s potato chips.
In the world of TV advertising, it’s not just about buying “views” anymore. It’s about creating something that people will talk about and share with their friends. Chris Bellinger, the Chief Creative Officer of PepsiCo Foods U.S., understands the value of organic engagement. He says, “That’s what we hope to get with this one.” And what better day to do it than on Groundhog Day, a day when everyone is looking for something to brighten their spirits during the winter season?
Frito-Lay’s decision to take a bold step in linear TV advertising goes against the norms of modern marketing. While most advertisers rely on streaming platforms and real-time ad placements, Frito-Lay has chosen to break the mold. The idea for the “Groundhog Day” ads came together just two weeks ago when George Dewey, co-founder of Maximum Effort, a boutique marketing agency, approached Bellinger. The result is a creative masterpiece that was put into practice quickly, thanks to the collaboration between Maximum Effort and Kimmelot, Jimmy Kimmel’s production company.
To make Frito-Lay’s vision a reality, Disney had to rearrange its advertising “traffic” for the day. The Lay’s ads will be strategically placed in prominent slots during commercial breaks, ensuring that they don’t get lost among the sea of other ads. You can catch these ads during popular shows like “Good Morning America,” “GMA3,” “General Hospital,” “Shark Tank,” “20/20,” and “Jimmy Kimmel Live.”
This collaboration between Frito-Lay, Disney, and ABC harks back to a time when creative ideas held sway over consumer data. It’s a reminder that sometimes, it’s the spark of an idea that captivates audiences, not just the targeting algorithms. Dan Sanborn, head of marketing for Kimmelot, sums it up perfectly, saying, “We were aiming to have fun and put smiles on people’s faces and create moments that wouldn’t otherwise exist.”
These “Groundhog Day” ads are a breath of fresh air in the world of advertising. They remind us that innovation and entertainment can go hand in hand. Who knows, this might just be the beginning of a new era for TV advertising. As John Campbell, senior vice president of entertainment and streaming solutions for Disney Advertising, says, “If it’s innovative and it’s going to entertain our consumers, we can scale this. We are up for it.”
So, mark your calendars for Friday and get ready for a day of Lay’s potato chips, laughter, and a feeling of nostalgia. Don’t miss out on these unforgettable ads that are sure to put a smile on your face. To learn more about this groundbreaking collaboration, visit F5mag.com for the full article.
Disclaimer: This article is a creative adaptation based on the original source from Variety.com. F5 Magazine is not affiliated with Variety.com or any of its brands.