It's an age-old problem: when you munch chips while watching something, you often can't hear properly. But rather than having us reaching for the remote to turn up the volume, a new campaign from Lay's has found another way to deal with it.

Aware that many consumers snack while watching YouTube content, the brand has created a plug in for Google Chrome aimed at YouTube viewers, that detects the sounds of crunching chips and automatically turns subtitles on for the video. A team at FCB-owned Vietnamese agency Happiness Saigon used AI to analyze 178 hours of crispy chip crunch sounds gathered from around the world. It was used to create tech that can detect and activate subtitles from the second it hears a crunch, so viewers can snack without missing a single thing.

The Crispy Subtitles plug-in is available to download globally from the Chrome store.