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By Audrey Kemp, LA Reporter

January 18, 2023 | 3 min read

Brazilian singer and Grammy award winner Anitta discovers the electrical conductivity of potatoes in Lay’s ‘Stay golden’ campaign.

Lay’s latest television commercial, ‘Beat of joy,’ is one of many firsts.

It features Brazilian superstar Anitta and her track Envolver, which broke records when she became the first solo Latin artist to top the global Spotify chart. Meanwhile, the commercial itself has set a record of its own after Highdive powered an Evolver remix with 6,000 potatoes.

Part of the brand’s ‘Stay golden’ campaign, ‘Beat of joy’ lauds the Latino community through the power of reggaetón, dance, and voceteo, a Puerto Rican and Dominican practice of modifying car sound systems to play music loudly.

It also features an Envolver remix that was created by harnessing the power of Lay’s main ingredient – potatoes – 6,000 of them to be exact. “When I finally saw the whole thing and those thousands of potatoes, I was so impressed,” the star told People magazine yesterday.

The whole endeavor earned Lay’s the Guinness World Records title for ’Highest Wattage From a Potato Battery.’

‘Beat of joy’ was directed by Nick Roney, choreographed by Fatima Robinson, and shot by Marc Gómez del Moral. Creative agency Third Ear ideated the campaign, while Los Angeles-based Stink Films and Mexico City’s Habitant co-produced it.

The spot will be broadcast during Next Level Chef following the Super Bowl on February 12 and during Premio, the highest-reaching Hispanic awards show, on February 23. Additionally, there are ad placements via YouTube, Roku, Hulu and Vevo, with a First Impression Takeover scheduled on Vevo for February 12.

The campaign comes as Anitta gets ready to take home her ‘Best New Artist’ Grammy award on February 5.

Credits:

Agency: Third Ear

Supporting agency: Highdive

Choreographer: Fatima Robinson

Cinematographer: Marc Gómez del Moral

Production: Stink Films (LA), Habitant (Mexico City)

Director: Nick Roney

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