Lay’s, America’s Favorite Potato Chip, Returns to the Super Bowl with Ad Featuring MC Hammer

January 27, 2005

PLANO, Texas - Lay’s potato chips is delivering 30 seconds of star power during Super Bowl XXXIX, as a new spot directed by Spike Lee and starring MC Hammer will air during the second quarter of the big game. The new commercial marks the second consecutive Super Bowl for Lay’s, America’s favorite potato chip.

The Lay’s ad, entitled “Fence,” tells the classic story of the grumpy neighbor who won’t return the kids’ ball after it lands in his yard. Only after a bag of Lay’s potato chips is thrown over the fence does the neighbor return the ball. Moved by the irresistibility of Lay’s, the neighbor throws back other items that have been missing for years. Along with the kids’ dog “Scruffy” and their dad’s 1972 Chevy Impala, is 90s throw back MC Hammer – a surprise to the kids who are a bit young to recognize this “blast from the past.”

“What could be more classic than kids playing ball in the yard, an old Chevy and Lay’s potato chips, not to mention MC Hammer,” said Lora DeVuono, vice president advertising, Frito-Lay North America. “The Lay’s ad and the Super Bowl bring together the fun…that can’t be touched.”

Spike Lee, Chairman and Chief Creative Officer for SpikeDDB said, "We had a lot of fun shooting the ad, especially with Hammer and we’re very proud of the result. This commercial delivers the humor people expect in the Super Bowl while bringing home the appeal of Lay’s."

This will mark the 11th year that Frito-Lay has advertised in the big game. The complete Lay’s ad, with special behind-the-scenes video, will be available at after the Super Bowl.

SpikeDDB is a full-service advertising agency focused on building brands against urban-minded consumers. The agency is a partnership formed by famed film director Spike Lee and DDB Worldwide Communications Group.

Frito-Lay North America is the convenient foods division of PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.