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    Lay’s Creates AI Bot to Solve World’s Greatest Problem: Crunching of Chips Drowning Out Movie Dialog

    We will finally understand who exactly framed Roger Rabbit.

    By Asia Ad Junkie - Mar 5, 2021
    Lay’s Creates AI Bot to Solve World’s Greatest Problem: Crunching of Chips Drowning Out Movie Dialog

    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.

    Credits:

    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

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