See Lay’s welcome message to Lionel Messi—made of 807 goats

Whether you’re a soccer fan or not, Lionel Messi’s move to play for Inter Miami CF is a big deal. Snack giant Lay’s wanted to welcome the G.O.A.T. (greatest of all time) of soccer to the U.S. using, well, goats. Recent social media posts from Frito-Lay’s in-house agency D3 show a farmer shepherding 807 (mostly CGI) goats—one for each of Messi’s career goals—out into a field to form Messi’s face. This was before Messi’s first game and memorable goal in Miami, so the brand then updated it with an extra goat to match the 808 goals. Lay’s has worked with Messi over the last few months, featuring him in a TV ad where he goes to the neighbor’s to watch the game because they have Lay’s. The potato chip brand also put the soccer star’s face on limited-edition chip bags to celebrate the UEFA Champions League. The snack brand isn’t the only one welcoming Messi. Apple TV put up a minimalist emoji billboard in Miami to remind fans they can stream Major League Soccer games on its platform. Frito-Lay is currently in the middle of a sports push, also running ads and sponsoring the Women’s FIFA World Cup.

See Lay’s welcome message to Lionel Messi—made of 807 goats

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