Lay’s has launched a clever new campaign designed to counteract the pain of missing movie dialogue due to the inescapable crunching sound of chips in your mouth.
The ‘Crispy Subtitles’ Google Chrome extension and accompanying short film were rolled out in collaboration with Happiness Saigon.
After analyzing over 170 hours of people eating chips across the globe, Lay’s built an AI bot designed to turn on a Youtube movie’s subtitles as soon as the sound of chips crunching is heard. Users just need to download the Chrome extension and then return to shoveling handfuls of chips into their mouths.
As fellow fatsos who’ve missed out on the subtleties of far too many of the world’s greatest pieces of cinema as jet engine decibel levels of crunching blasted through our ears, we approve of this campaign. We will no longer need to ask our friends exactly what was uttered in 50 Shades of Grey. We will now be able to truly examine such fine pieces of art for ourselves as we continue to gain weight and slip deeper and deeper into our sofas.
CLIENT: PepsiCo / Lay’s
MARKETING HEAD: Vu Thi Ngoc Que
MARKETING MANAGER: Yen Le
AGENCY: Happiness Saigon, an FCB alliance
EXECUTIVE CREATIVE MANAGEMENT: Alan Cerutti
CHIEF CREATIVE OFFICER: Geoffrey Hantson
EXECUTIVE CREATIVE DIRECTOR: Gregory Titeca, Marc Richard
CONCEPT PROVIDERS: Mathias Lemielle, Thomas Cappelle
CREATIVES: Mathias Lemielle, Thomas Cappelle, Nick Stillittano
COPY: Loan Anh Huynh, Nghia Tran, Dee Verwaetermeulen
DESIGN: Dries Lauwers, Aldjia Bessalah
ART & MOTION: Truc Mai Hoang Anh, Thuy Pham Vuong Bao
MOTION & EDITING: Trung Thai Thanh, Remke Faber, Seth Michielsen
HEAD OF PERFORMANCE: Nhat Qui
PERFORMANCE & DATA PLANNER: Tien Phan Cam
STRATEGIC PLANNER: Linh Nguyễn
ACCOUNT: Son Nguyễn, Ngọc Le, An Nguyễn, Giang Ngo
PRODUCER: Bart Vande Maele
PLATFORM ANALYST: Loc Nguyen
COMMUNITY OUTREACH: Hieu Phan Duc
PRODUCTION AGENCY: Bliss Innovative Maker Studio
HEAD OF TECHNOLOGY: Thomas Colliers
DIGITAL PM: Joni Allaert