December 29th, 2005
Some things are made to go together, like Lays potato chips and a big juicy hamburger. At least that’s what BBDO/New York is positing in a new spot that will debut next week. “Soul Mates” opens with the camera eyeing a hamburger sitting all by itself on a large plate. We hear a deeply soulful voice describing the burger as a “lonely soul with nowhere to go”.
The spot suggests the best thing to relieve the burger’s loneliness would be a generous side of Lay’s chips, which we very soon see. The spot then cuts to a visual of Isaac Hayes, who, after praising the characteristics that make Lays tasty, pronounces that “soul mates is a beautiful thing”. He’s talking, of course, about chips and a burger.
With a hearty laugh and basso profundo voice, Hayes is the kind of celebrity endorser you want to believe in. Which should be a beautiful thing for Lays. The campaign tagline is “Get your smile on”.