For the first time in more than 10 years, Canadians will see Mark Messier in a new Lay鈥檚 campaign. 鈥楤etcha Can鈥檛 Pick Just One鈥� is anchored via a :60 film. Led by Rethink, the creative campaign is the first work supporting Lay鈥檚 new brand platform in Canada.

This new campaign spot dubbed the 'Casting Call,' takes on a unique closed social experiment, showcasing two brand truths: how delicious Lay鈥檚 flavours are and how difficult it is to pick just one flavour. Developed with award-winning creative producer, Jordan Cohen, and renowned director, Hank Perlman, 'Casting Call' features a fictional audition set up, where one by one aspiring actors are unknowingly put to the test. With the idea of 鈥渨inning鈥� one million dollars on the line, will they be able to only pick one flavour?

Through hidden cameras, we watch as each person (who thinks they鈥檙e there for a real commercial audition) unwittingly picks more than one flavour of Lay鈥檚 chips. In the spot鈥檚 climax, each 鈥榗ontestant鈥� is called into an audition room, where they鈥檙e surprised by NHL legend Mark Messier.

鈥淲e were so excited to see the experiment play out in real life,鈥� said Robbie Percy, partner, group creative director, Rethink. 鈥淲e didn鈥檛 know how long it would take for people to try a few Lay鈥檚 flavours; but sure enough, it took mere minutes. Our insight ended up being really true."

Lay鈥檚 are Canada鈥檚 favourite potato chip brand. The brand has mass relevance and equity, but in recent years there hasn't been significant Canadian brand work that reflects its rightful place in culture. The brief was to bring back Lay鈥檚 in a big way, supported by a strategy and campaign that matches the fame and energy of the iconic chip.

鈥淐reatively, we found so much inspiration within the equity of the Lay鈥檚 brand,鈥� said Jess Spaulding, CMO. 鈥淭his new campaign builds on the noise Lay鈥檚 is known for making. We want to celebrate the crinkle as you rip the bag open, the crunch of the perfectly crisp chips, and the anticipation of trying brand new flavours. Lay鈥檚 has always made noise, and it鈥檚 time to own it.鈥漒u003c/p>

鈥淏etcha can鈥檛鈥� is a part of pop culture that鈥檚 quietly lingered for decades,鈥� Julian Morgan, head of strategy, Toronto, Rethink. 鈥淲e鈥檙e bringing it back in a fresh way that nods to nostalgia.鈥漒u003c/p>

The work is supported by media across TV, OLV, Social (META and TikTok), Digital, and OOH. During NHL All-Star Weekend in Toronto, Lay鈥檚 teased the campaign and Mark Messier鈥檚 return with OOH in downtown Toronto.

A 60s EN will go live during the Super Bowl on Feb 11th and the 30s will follow on the 12th. There鈥檚 a variety of assets going live on YouTube and OTT. This will include 2-3 different versions for our 30s, 15s, and 6s. Finding creativity in the digital buy, placements on Reddit and IMDB to capitalize on increased post-Super Bowl traffic. As part of the 360 campaign, there鈥檚 also tactical, contextual OOH placements starring Lay鈥檚 now permanent flavour 鈥� Sweet Chili Heat!