Washington Square Films Director Andrew Lane’s “Chip Cam” spot for Lay’s, produced by Slap Global, made waves at the 2024 Cannes Lions Festival of Creativity. The spot – which was part of PepsiCo’s “No Lays No Game” campaign – earned several accolades, including 3 Silver Lions, 2 Bronze Lions and an impressive 18 Shortlist nominations.

Setting a new precedent, the spot was filmed live in a stadium packed with over 75,000 enthusiastic fans. Renowned former footballers Thierry Henry and David Beckham were featured without a script, engaging in real-time interactions with the crowd as they eagerly searched for fans with Lays chips to join them to enjoy the game with two of soccer’s biggest stars.

The ad followed Director Andrew Lane’s previous “Thierry Visits” spot for Lay’s which featured the footballer going door to door offering to watch the game with any fan who could bring him a bag of Lay’s chips. 

Javier Garcia from Slap and Han West from Washington Square Films

“Chip Cam” proved effective for the brand, generating over 150 million views globally and securing 2.5 billion PR impressions worldwide, it also contributed to a 3% increase in global sales and achieved a 100% positive sentiment rate among viewers.