Lay’s are one of the biggest snack brands in the world and account for 45% of the potato chip category.

The problem? Our generic “bite and smile” joy messaging was lifting the entire category, and the lack of distinction was making the brand vulnerable to competitors. As the cost of living increased, consumers started choosing cheaper “private label” chips. While they loved the Lay's product, they didn’t feel an emotional connection to the Lay’s brand that would warrant the price premium.

This led us to an ownable brand POV designed to drive distinction and make Lay’s feel worth paying more for. “Joy is a Simple Recipe” was based on the fact that Lay’s are a moment of simple joy in a world that overcomplicates joy.

Our challenge was to bring this POV to life in a way that would resonate emotionally with audiences across global markets.

The cinematography was integral to the storytelling in the commercial, which starts with what appears to be a casual road trip among friends through a desert. As a yellow car glides into view, the camera widens, slowly revealing dogs joyfully sticking their heads out the windows as the scene shifts to aerial views that showcase the vast landscape and a convoy of cars driving into the sunset. The use of slow motion captures the dogs delighting in the breeze, while anamorphic lenses add a rich cinematic quality to the visuals. The golden hues of the sunset enhance the narrative with a poetic touch. Notably, the authenticity of the scene was preserved through practical shooting techniques, with minimal reliance on CGI, lending a raw, captivating atmosphere to the film.