On average, people spend 4.5 hours daily on their smartphones, engaging with content, checking emails and viewing highly optimized ads designed to convey brand messages efficiently.

Knowing this, we created a commercial that provides a refreshing break from the relentless stream of information. With its beautiful, tranquil visuals, the film not only reveals that joy can be found in just three simple ingredients but also delivers a joyful experience through its soothing rhythm, music, cinematography and creative concept.

Launching the first-ever global ad campaign for Lay’s 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.

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 and is easier to discover than we might think. The new Lay’s campaign, “Joy Is a Simple Recipe,” reminds us that we need just three simple ingredients to find joy and to help us get through the tensions of life.

Lay’s is one of the biggest snack brands in the world and accounts 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 offers 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 in different global markets.

While the campaign is still in its earliest stages, preliminary testing results are overwhelmingly positive. The work is predicted to drive meaningful distinctiveness and increase brand appeal across markets.

We’re also loved among audiences across the globe, as evidenced by qualitative reactions to the final film:

“I liked the ad, as it made me feel happy and reminded me how good a bag of Lay’s chips actually is.”

“I love everything about this ad for Lay’s, especially the dogs in the car. I won’t stop looking at them.”

“I liked how it compared [the] simplicity of eating Lay’s to the happiness of a dog with its head out the window of a moving car.”