Frito-Lay is looking to capitalize on the anticipation surrounding the return of the National Football League amid the pandemic with a campaign celebrating the excitement around kickoff eve.
As the country yearns for the return of live sports following months of lockdowns that prevented many leagues from playing, Frito-Lay is looking to embrace that excitement, says Marissa Solis, senior VP, core brands, partnerships and media, Frito-Lay. “It’s going to be a cultural moment: I don’t think we will ever have a kickoff like this again,” she says.
The snack brand is bringing together some of the NFL’s biggest stars to show how they prepare the night before kickoff. The spot, “Twas the Night Before Kickoff” spoofs the poem “Twas the Night Before Christmas” and is narrated by former running back Marshawn Lynch who is dressed in a nightgown and cap.