Lay’s returned to the Super Bowl in 2005 to try to build on its appearance in Super Bowl XXXVIII the year before.

"Fence," which was created by Spike DDB, finds kids using a bag of Lay's to ransom their baseball from the mean neighbor on the other side of the fence. They get the ball, plus a mangy old dog, a `72 Chevy Impala and one other antiquity: M.C. Hammer, complete with a reference to his 1990 hit “Can’t Touch This.” (No one-hit-wonder gets a Super Bowl payday without bringing his hit.) 

Lay's would not return in 2006, however, and starting in 2006, PepsiCo's Frito-Lay division would focus its big game efforts on Doritos' Crash the Super Bowl contest.

BRAND: Lay's

YEAR: 2005

AGENCY: Spike DDB

SUPERBOWL: XXXIX

QUARTER AIRED: Q2