Lay’s Invites Americans to Jump On the FIFA World Cup Bandwagon with Will Ferrell
In less than a month, the FIFA World Cup will be kicking off in the States for the first time since 1994. But despite soccer being one of the fastest-growing sports in the US and with 75% of Americans planning to follow the tournament, the sport and fandom surrounding it can still feel out of reach for many.
Hoping to bridge that gap, Lay’s has enlisted the help of actor and comedian Will Ferrell to peddle the notion of a ‘Bandwagon Fan’, acting as an invitation to join in on the fun of the tournament.
The brand’s SVP of marketing Denise Truelove says the team’s consumer research revealed that the FIFA World Cup is a platform for gathering, sharing experiences, hosting, and being part of the greater cultural conversation.
“Established fans were excited to invite friends and family into their passion, while new fans and casual observers were looking for permission to join it. We’re saying that casual fandom is legitimate fandom,” she explains.
To differentiate Lay’s, Denise says they are turning it into something beyond the sport, beginning with a hero film directed by Jake Szymanski. “You don’t need a decade of soccer knowledge to enjoy the game. It’s an excuse to host a party and celebrate the cultural phenomenon without feeling like outsiders to the sport. Lay’s offers that permission and says, ‘jump on!’”
Will Ferrell felt like the right casting because he brings humour to the screen that is totally unique to him. “He’s so approachable and fun – he brought the campaign to life exactly how we wanted it to. It's not an insult; it’s an invitation – have fun!” says Denise.
Pairing him with David Beckham and Marshawn Lynch added depth and texture, given the pair bring their own traits to the spot. “David Beckham represents global football history and legitimacy – he’s a soccer icon. And Marshawn Lynch brings an unmistakably American sports perspective.”
Taken together, Denise says the three men reinforce the campaign’s core message that football is for everyone. “Different backgrounds, different areas of expertise, different ways into the moment. But all of them are saying the same thing – ‘Jump On’.”
Extending to experiential, ‘The Bandwagon Tour’ is more than a typical pop-up. “We’re literally bringing a bandwagon that looks like it's from the ad to LA, Dallas, and New York to create memorable, sharable fan moments designed for fans of all levels of engagement. We're building occasions – and that's ultimately what this entire campaign is about.
“Everything from the retail displays to the creative to the tour is working toward one goal: expanding the occasions where people reach for Lay's during the biggest cultural sporting moment of the summer.”
The main feeling Denise hopes viewers will take from the spot is the invitation to get involved and have fun. “We hope people laugh with us and understand that fandom doesn’t have to be earned – it can be shared.”
Her advice is to "get excited to be part of the World Cup moment – whatever that looks like for you. Whether you’re a die-hard fan or you’re mostly here for the snacks and the company – come on in!”
