Producing this commercial presented numerous challenges, stemming not only from the complexities of working with animals but also from crafting the distinct tone and visual style of the story. The commercial is set in a surreal yet relatable world and strikes a delicate balance between fantasy and reality. Every aspect—the casting, cinematography, music and direction—was meticulously coordinated to create perfect synergy. Each element enhanced the others, culminating in a commercial that was both memorable and impactful.

Launching Lay's first-ever global ad campaign posed significant challenges, primarily due to the need to resonate universally across diverse cultural landscapes, languages, and consumer behaviors. Crafting a brand message that was culturally sensitive and relevant to various audiences was essential. Overcoming language barriers went beyond simple translation; it was crucial to preserve the emotional tone of the campaign in multiple languages.

The campaign had to adapt to different consumer behaviors while maintaining a consistent global point of view. More importantly, it needed to connect on a personal level with individuals from various cultures, making each viewer feel as if the campaign was speaking directly to them.

Finding joy can seem complicated in a world burdened by the aftermath of a pandemic, screen fatigue, and everyday stress. Yet, joy is often hidden in the simplest moments, easier to discover than we might think. Lay's new campaign, 'Joy is a Simple Recipe,' reminds us that we just need three simple ingredients to find joy and to help us get through the tensions of life.

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.

To create this commercial, we conducted an extensive casting to find over 100 trained dogs of various breeds, each capable of delivering the precise expressions and emotions required. After making initial selections, we grouped the dogs by the style of the cars, as well as their sizes and colors, and then filmed them with their heads out of the car windows to see how their fur looked in the wind. Following this test, we chose 20 main dogs and 10 backups to handle potential issues related to the desert heat. On the shoot day, we had to coordinate them in a challenging choreography that involved cars and dogs, which was perfectly in sync to capture the essence of the idea. Their outstanding performances, captured in slow motion, perfectly conveyed the “simple joy” we aimed to depict, making the commercial a resounding success.