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Lay’s has launched a clever new campaign to counter the pain of lack of film dialogue due to the inevitable crunch of chips in your mouth.
The Google Chrome extension “Crispy Subtitles” and the corresponding short film were rolled out in cooperation with Happiness Saigon.
After analyzing over 170 hours of people who eat chips around the world, Lay has developed an AI bot that turns on the subtitles of a YouTube film as soon as the crunch of chips can be heard. All users have to do is download the Chrome extension and then scoop a handful of chips into their mouths again.
As Fatsos colleagues who have missed the intricacies of far too many of the world’s greatest films while the creak of jet engines shot through our ears in decibel levels, we welcome this campaign. We no longer have to ask our friends exactly what was said in 50 Shades of Gray. We will now be able to really examine such works of art for ourselves as we continue to gain weight and slip deeper and deeper into our sofas.
Credits:
CUSTOMER: PepsiCo / Lay’s
MARKETING DIRECTOR: Vu Thi Ngoc Que
MARKETING MANAGER: Yen Le
AGENCY: Happiness Saigon, an FCB alliance
EXECUTIVE CREATIVE MANAGEMENT: Alan Cerutti
CHEF CREATIVE OFFICER: Geoffrey Hantson
EXECUTIVE CREATIVE DIRECTOR: Gregory Titeca, Marc Richard
CONCEPT PROVIDER: Mathias Lemielle, Thomas Cappelle
CREATIVE: Mathias Lemielle, Thomas Cappelle, Nick Stillittano
COPY: Loans Anh Huynh, Nghia Tran, Dee Verwaetermeulen
DESIGN: Dries Lauwers, Aldjia Bessalah
ART & MOVEMENT: Truc Mai Hoang Anh, Thuy Pham Vuong Bao
MOTION & EDITION: Trung Thai Thanh, Remke Faber, Seth Michielsen
HEAD OF SERVICES: Nhat Qui
PERFORMANCE AND DATA PLANNER: Tien Phan Cam
STRATEGIC PLANNER: Linh Nguyễn
ACCOUNT: Son Nguyễn, Ngọc Le, An Nguyễn, Giang Ngo
PRODUCER: Bart Vande Maele
PLATFORM ANALYST: Loc Nguyen
JOINT MISSION: Hieu Phan Duc
PRODUCTION AGENCY: Bliss Innovative Maker Studio
HEAD OF TECHNOLOGY: Thomas Colliers
DIGITAL PM: Joni Allaert
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