Tracee Ellis Ross looks for Joy in new Lay’s campaign

We’re excited to share a first look at a new national Lay’s campaign that debuts today – which again is the work of Frito-Lay’s internal creative team. The campaign is titled, “Joy Says What,” and stars the amazingly talented Tracee Ellis Ross.

In the spot – written and produced by Frito-Lay’s own in-house creative team and directed by Prettybird’s Paul Hunter – the Black-ish star encounters the wide and tasty array of Lay’s chips in her pantry… from the Classic yellow bag, toLightly Salted, to Wavy, to Poppables, to Flamin’ Hot Kettle Cooked, to Stax – each taking on their own personality and voice.

Each bag and container spark their own moment of joy and laughter for Ross, whose range of comedy is on full display in this relatable bit that will leave viewers longing for whichever Lay’s potato chips speak to them. At least before they eat them. The spot ends with the tagline, “A little Joy With Every Bag.” Watch below:

There’s also a fun behind the scenes video from Lays:

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CLIENT/AGENCY: Frito-Lay’s In-House Agency

  • SVP, CMO: Rachel Ferdinando
  • VP, Creative & digital: Chris Bellinger
  • Lay’s. Sr. Director: Katie Ceclan
  • Lay’s Sr. Brand Manager: Alex Gow
  • Lay’s Associate Brand Manager: Gretchen Feinberg
  • Concept / Creative Director: Kelsey Greer
  • Associate Account Director: Lauren McGlory
  • Producer: Alexandra Henry
  • Insights Lead: Melissa McIntyre
  • Creative Director: Christian Hoyle
  • Copywriter: Kaytee Stephens
  • Copywriter: Nick Scott
  • PR Director: Jen Crichton
  • Media Lead: James Clarke
  • Media Director: Shoba Subramanian
  • Media Agency: OMD
  • Sr. Social Strategist: Kelly Linthicum
  • Community Manager: Jordan Gilliam
  • Legal Sr. Director: Jenny Allenbaugh


  • Director: Paul Hunter
  • EP: Suzanne Hargrove

EDIT: Exile

Editor: Matt Murphy
Executive Producer: CL Kumpata

COLOR: Company 3

Colorist: Stefan Sonnenfeld

MIX: Beacon Street

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SOURCE: Frito-Lay