Singer Anitta stars in Lay's Latino-focused, potato-powered spot

Lay’s is celebrating Latino culture with a “Stay Golden” commercial starring Anitta, who performs a remix of her hit “Envolver”—powered by real potatoes. The track was recorded using a technique from a high school science experiment wrought large, putting electrodes into more than 6,000 potatoes to generate electricity for the remix, the brand said. Last year, the Frito-Lay brand performed a similar stunt around authenticity, growing potatoes in the soil from the home stadium of every NFL team to create limited-time team-branded chips. Check out the latest Ad Age events and award programs The new Lay’s ad, called “Beat of Joy,” stars the Best New Artist Grammy nominee and multiple Latin Grammy nominee waking up a community behind the power of a chip and the beat it brings. The spot “embodies the joy of the Latino community through the power of reggaetón, dance, and voceteo, a Puerto Rican and Dominican phenomenon of modifying car sound systems to play music at elevated levels,” Lay's shared in a statement. The spot was choreographed by Fatima Robinson, and shot by cinematographer Marc Gómez del Moral. It was produced by a diverse team including Los Angeles’ Stink Films and Habitant of Mexico City. Nick Roney directed the commercial. The lead creative agency is Third Ear. The 30-second spot will be broadcast during “Next Level Chef” following the Super Bowl on Feb. 12 and during Premio, the highest-reaching Hispanic awards show, on Feb. 23. Additionally, there are ad placements via YouTube, Roku, Hulu and Vevo, with a “first impression takeover” scheduled on Vevo on Feb. 12.

Singer Anitta stars in Lay's Latino-focused, potato-powered spot

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