Lay’s has cast Seth Rogen as the star of its Super Bowl commercial, putting the comic actor and filmmaker at the mercy of a seemingly deranged admirer.
A 15-second teaser released by the Frito-Lay potato chip brand this morning shows a shadowy bearded character singing, "Oh Seth Rogen, Oh Seth Rogen, where are you?" before a makeshift shrine to the star of comedies like “Knocked Up,” “Superbad” and “Sausage Party.”
The pricey ad—NBC was said to be asking as much as $6.5 million for a 30-second spot—is the brand's first Super Bowl spot in 17 years. It comes on the heels of a number of marketing stunts in recent months, including the release of branded potato vodka, and a limited edition chip made of potatoes grown in soil from NFL stadiums.
A spokesperson for the brand declined to address additional questions about the ad including its length, placement and the agencies responsible. Lay’s said the spot would introduce a new brand campaign it is calling “Stay Golden.”
Frito-Lay is a division of PepsiCo, an official NFL sponsor and presenter of its Super Bowl halftime show. In addition to the lay’s ad, the company is running a combined spot for its Cheetos and Doritos brands. The company said this week that the dual commercial will star rapper Megan Thee Stallion.
