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By Audrey Kemp, LA Reporter

March 2, 2023 | 3 min read

Lay’s is chipping into the excitement surrounding the tournament with soccer champions Lionel Messi and Thierry Henry.

Things get messy when soccer legend Lionel Messi can’t find any Lay’s to snack on in a new ad the chip brand created in partnership with the Union of European Football Association (Uefa) Champions League.

In the 30-second spot, titled ‘Messi visits,’ the four-time Uefa Champions League winner and Fifa World Cup 2022 champion shows up to a family’s home, presumably unannounced, to watch the Uefa Champions League (UCL).

Disappointment quickly sets in when Messi notices a lack of Lay’s to enjoy while watching the tournament. This prompts a rendition of Eric Carmen’s 1975 tear-jerker All By Myself to play, the lyrics of which have been modified to reflect the brand’s new global campaign, ’No Lay’s, no game’.

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Messi’s cameo marks the second phase of the ’No Lay’s, no game’ campaign. In Phase one, which launched last week, Arsenal and FC Barcelona champion Thierry Henry also shows up, sans invite, to a family’s home. They too must act fast when they realize that they’re fresh out of Lay’s.

The 2022-23 Uefa Champions League final will take place at Istanbul’s Atatürk Olympic Stadium on June 10, 2023. During that time, Lay’s will unveil limited-edition thematic chip bags in select markets, including the US, South Africa, Poland and others.

The new commercial, developed with creative agency Slap Global, will air in the US, the Netherlands, Romania, Poland, South Africa, Columbia and Caricom.

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