Posted by: David Kiley on February 10, 2009
This ad from Lays is of a particular genre I have yet to find a name for.
I’m open for suggestion from you readers, though.
I describe the genre this way. It’s an ad with very interesting art direction and story telling. More than an ad, it is a short film, a story. But the connection to a little bag of chips really escapes me. I love the dance of the inflatables—by the way.
It feels and looks an awful lot like an ad idea hatched by a creative team a few years ago, and they have been looking for a client to foist it upon. I worked at an agency where I saw this syndrome play out. In that case, there was a guy who recycled the same ad idea something like five or six times for different clients because he was enamored with the theme and idea.
I’m also struck by the fact that I felt like I could substitute any number of products for Lays and the ad would seem just as disconnected from these products: Life Savers, Pistachio nuts, condoms, Sudafed.
So, I need to come up with a name for this genre of indulgent advertising.
Here is something of an explanation of the ad and the new campaign pulled from Food Product Design:
DALLAS—Ad Age reported that Frito-Lay North America has hired Toronto-based Juniper Park ad agency to create a multimillion dollar campaign to highlight Lay’s potato chip image, pointing to the fact that the salty snack is made from just three ingredients—potatoes, sunflower oil and salt.
The "Happiness is Simple" campaign, which includes print, online and national TV spots, begins Jan. 18 and will result in a double-digit spending increase for Lay's this year.
Gannon Jones, vice president of marketing at Frito-Lay North America, said the new campaign isn't trying to elevate Lay’s to a health-and-wellness platform, but rather give permission to eat Lay's potato chips at a time when consumers have become increasingly concerned about their calorie and fat intake. The campaign also dials down the brand's more indulgent messaging of old, such as "Bet you can't eat just one."
"We're not trying to suggest that this is a hard-core health product at all," Jones said. "The line we're trying to walk with this campaign is to remind [consumers] about everything they love about the brand while addressing some of the misperceptions."[that Lay's are overprocessed and unhealthy].”