Eating Lay’s tastes like winning the Super Bowl? US football legends, Rob Gronkowski, Marshawn Lynch and Troy Polamalui, all know what being showered with Super Bowl win confetti is like. In Frito-Lay’s Super Bowl teaser, that experience is triggered again by opening Frito-Lay’s packets. They and a bunch of everyday Americans get a Taste of Super Bowl victory. The campaign aims to reinforce the connection between Frito-Lay snacks and watching football.

 “More than 90% of football fans enjoy snacks and beverages on gameday while they cheer their team on to victory,” stated Tina Mahal, senior vice president of marketing, Frito-Lay North America. “With this new commercial, we wanted to harness the power of our iconic brands to extend the victory celebration to viewers and bring the confetti to them.”

The commercial was created by Frito-Lay’s internal agency, D3, and directed by Peter Berg.

The commercial will go to air on television in the US on Super Wild Card Weekend Super this weekend and run until the Super Bowl on TV as well as digital and social channels. The spot was created by Frito-Lay’s internal creative agency and directed by acclaimed director Peter Berg. The pre-game campaign is being supported by fan activity, including the Frito-Lay Snackpot and Cheetos Chapel for lovers.