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For the first time in more than 10 years, Canadians will see Mark Messier in a new Lay’s campaign. ‘Betcha Can’t Pick Just One’ is anchored via a :60 film. Led by Rethink, the creative campaign is the first work supporting Lay’s 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’s 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 “winning” 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’re there for a real commercial audition) unwittingly picks more than one flavour of Lay’s chips. In the spot’s climax, each ‘contestant’ is called into an audition room, where they’re surprised by NHL legend Mark Messier.

“We were so excited to see the experiment play out in real life,” said Robbie Percy, partner, group creative director, Rethink. “We didn’t know how long it would take for people to try a few Lay’s flavours; but sure enough, it took mere minutes. Our insight ended up being really true."

Lay’s are Canada’s 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’s in a big way, supported by a strategy and campaign that matches the fame and energy of the iconic chip.

“Creatively, we found so much inspiration within the equity of the Lay’s brand,” said Jess Spaulding, CMO. “This new campaign builds on the noise Lay’s 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’s has always made noise, and it’s time to own it.”

“Betcha can’t” is a part of pop culture that’s quietly lingered for decades,” Julian Morgan, head of strategy, Toronto, Rethink. “We’re bringing it back in a fresh way that nods to nostalgia.”

The work is supported by media across TV, OLV, Social (META and TikTok), Digital, and OOH. During NHL All-Star Weekend in Toronto, Lay’s teased the campaign and Mark Messier’s 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’s 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’s also tactical, contextual OOH placements starring Lay’s now permanent flavour – Sweet Chili Heat!