Could this be the stunt of the year? Probably. It’s No Lay’s, No Game by Lay’s, official snack partner of the UEFA Champions League (UCL) 2024. The stunt was five minutes of fan-fun during a live match between AC Milan and PSG at Milan’s San Siro stadium before a crowd of 75,000 fans. It began when Thierry Henry finished the last Lay’s that David Beckham and he were sharing at the game.

To solve the problem in just five minutes before the game, the two put out a call through the Lay’s Chip Cam – an unexpected spin on the traditional kiss cam, “Do you have Lay’s?”, with the promise that they could watch the game with the pair and share their Lay’s. The kiss cam search began, with the crowd offering up a range of alternatives – including a kiss…

… until a couple with a packet of Lay’s was found and was invited to watch the game with the soccer stars – proving “having Lay’s can unlock a truly mind-blowing soccer-watching experience”.

For fans not present at San Siro, Lay’s is introducing the Lay’s Detector. This uses Meta technology, rewarding fans who can prove they have Lay’s with them while watching a game by scanning the QR code on Lay’s social channels or the commercial. Prizes include exclusive content and tickets to the UCL Men’s Finals at Wembley Stadium in London.

The campaign was created in partnership with Slap Global and directed by awarded commercial and television director, Andrew Lane. The spot will air throughout the UCL tournament and will continue to roll out globally in the lead-up to the Women’s and Men’s Finals in May.