Moments before exchanging vows with a ghoul named Janet, groom Seth Rogen and officiant Paul Rudd reminiscence over a bag of chips in a Super Bowl commercial for Lay’s.
The 60-second spot from creative agency Highdive introduces the “Stay Golden” campaign for the chip brand, which is making its return to the Super Bowl ad roster for the first time in 17 years.
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The commercial was written by Rogen and Evan Goldberg, the director, screenwriter and producer of some of Rogen and Rudd’s most beloved comedies including “Superbad” and “This is the End.” Goldberg also directed the commercial.
In the ad, Rogen and Rudd recall moments over the course of their friendship including a desperate confession made in an airplane going down; their participation in a turf fight; an encounter with a creepy stalker; a meeting with the ghoul who’d become Rogen’s commercial wife; and a road trip in a convertible where they sing along to Shania Twain’s hit, “You’re Still the One.”
The brand has been laying the groundwork for the reveal over the last several weeks through the launch of a limited edition chip variety made from potatoes grown in soil from NFL stadiums and two teaser ads.
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Frito-Lay is a division of PepsiCo, an official NFL sponsor that is also presenting its halftime show. Sister brands Cheetos and Doritos revealed their own Super Bowl ad yesterday, featuring singers Megan Thee Stallion and Charlie Puth as the voices of singing woodland creatures in an ad from Goodby Silverstein & Partners.
On Super Bowl Sunday, Lay’s is launching the #LaysGoldenDuet Hashtag Challenge on TikTok, encouraging fans to duet a video of Rogen and Rudd’s singing road trip scene.
