ROBOT Emphasises ‘No Lays No Game’ before the UEFA World Cup in Latest Spot Directed by Paul Ramaema

The ‘Knock Knock’ Lays campaign is part of a global digital initiative as the official sponsor of the UEFA champions league 2023. 

This campaign has been adapted from the French version featuring Thierry Henry for a unique, vibrant, and diverse multi-racial audience of South Africans. Its intent was to ignite the hype around the champions league as well as football fans personal experience with LAY’s as a sports watching snack companion. 

ROBOT’s task was to localise this same concept and storyline but featuring a local celebrity. ROBOT leaned into local nuances to make it relatable, engaging and fun. This included, styles of greeting, using vernacular, having a more energetic pace in our edit and exaggerated performances.

The local brand ambassador for the campaign is Lucas Radebe, who himself gave exceptional performance. 

ROBOT shot four different homes, while having had to conceal the identity of our celebrity guests and campaign brand to the un-expecting guests. 

​A packet of LAY’s was planted in our winning families home, and the production team had to clear any residues or hints of the chips beforehand. This made the reactions and urgency a lot more exciting and humorous to watch. Overall, the film is an ode to soccer lovers and a gratitude for the loyal support towards LAY’s and the sportsmanship of soccer, and authentically deciding South African’s excitement of being in the presence of a soccer legend.