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Coming off of its well-received Super Bowl commercial for Doritos Dinamita, Frito-Lay is shifting its focus to the other<\/em> football.<\/p>\n The Lay\u2019s brand has had a longstanding relationship with one of the greatest soccer players of all time, Leo Messi, who\u2019s currently serving as the face of a campaign that kicked off in mid-April and puts a branded twist on the well-known chant of \u201col\u00e9, ol\u00e9, ol\u00e9.\u201d<\/p>\n \u201cIt\u2019s this perfect match of Lay\u2019s and soccer,\u201d Tina Mahal, SVP of marketing at Frito-Lay, told Marketing Brew. \u201cReally only Lay\u2019s could do what we\u2019re doing right now, with turning that iconic chant, that catchy chant, that one that drives passion in everyone, into a song about Lay\u2019s.\u201d<\/p>\n Of the Frito-Lay portfolio, Lay\u2019s is the brand most involved with soccer, Mahal said, and in recent years, Frito-Lay has kicked off a broader push into the sport that\u2019s designed to appeal to younger and more diverse consumers who are driving up interest in the US.<\/p>\n The latest Lay\u2019s campaign, which was developed by PepsiCo\u2019s in-house agency D3, features an ad that changes the popular \u201col\u00e9\u201d chant commonly used by soccer fans into cheers of \u201coh-Lay\u2019s.\u201d The 30-second spot starts with Messi saying \u201coh-Lay\u2019s\u201d while eating a bag of chips, eventually building to an entire stadium singing along.<\/p>\n