This Frito-Lay campaign unites sports icons in a playful cultural debate, leveraging celebrity-driven storytelling— Clapboard's Global Ad Archive.

Confectionery / Snacks

Is It Called Soccer or Football? - Frito-Lay | Clapboard Ad Archive

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Is It Called Soccer or Football? - Frito-Lay | Clapboard Ad Archive

Frito-Lay’s Is It Called Soccer or Football? campaign surfaced at the intersection of sports marketing and cultural conversation in 2023, situating the global snack powerhouse at the heart of the FIFA World Cup’s expansive cultural moment in the United States. The concept taps into an enduring linguistic rivalry — the soccer versus football debate — but rather than choosing sides, it plays for connection, using humor, star power, and the democratic act of shared snacking to bring audiences together. Created for Frito-Lay, this campaign weaponizes celebrity as shorthand for inclusion and authority, assembling an ensemble that spans American gridiron legend Peyton Manning and English football icon David Beckham, with support from Javier Chicharito Hernández, Julie Foudy, Brandi Chastain, Tim Howard, Mia Hamm, and comic Ron Funches. The agency harnesses these personalities in an easygoing, banter-driven setup that’s less about definitive answers and more about the pleasure of debate over favorite Frito-Lay snacks, mirroring the spirit of major sporting gatherings where allegiance and friendly disputes are integral to the experience. Brand integration here isn’t forced; it’s embedded within casual, plausible scenarios — snacks as essential kits for the World Cup viewing ritual, accessible in any household and justified by celebrity endorsement. Strategically, the timing amplifies the World Cup’s resonance among U.S. viewers, with the campaign carving out relevance for Frito-Lay against a backdrop where snacks are synonymous with communal viewing and iconic marketing moments. What Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, this campaign builds brand recall and emotional accessibility not through problem-solution plotting but via the recognizability and cross-cultural camaraderie of its celebrity cast, underscoring how personality-driven formats can elevate often interchangeable product categories in the minds of consumers. In a market category crowded by rivals such as Mondelez, Kellogg's, and General Mills — each angling for family tables and halftime moments — Frito-Lay’s singular focus on shared joy and tongue-in-cheek rivalry projects both scale and human warmth. With over 744,000 views and robust comment engagement cresting near the major-advertising threshold, it clearly struck a chord with its target audience, maximizing earned media by keeping the conversation going online and off. The campaign earns 71/100 in Clapboard's global creative archive. For agencies and brands navigating saturated sports-advertising cycles, this campaign matters because it demonstrates the insulating power of celebrity and conviviality, showing how strategic casting and cultural listening can differentiate even the most familiar CPG product during the world’s most competitive ad windows.

Credits

Client

Frito-Lay

The Frito-Lay campaign "Is It Called Soccer or Football?" leverages a cultural debate to position the brand as an inclusive and relatable companion during shared moments of enjoyment. By tapping into the widely recognized discussion about the sport’s name in the United States, the campaign offers a unifying experience that transcends differences and brings people together through snacking. This reflects Frito-Lay’s underlying proposition: their snacks are not just products but essential elements that enhance social and sporting occasions, fostering connection amid playful rivalry. Strategically, the campaign capitalizes on the FIFA World Cup 2022 cultural moment, aligning with a global sporting event that carries strong emotional engagement. The creative choice to feature notable sports figures from diverse backgrounds—including Peyton Manning and David Beckham as well as prominent soccer players and commentators—adds authenticity and broad appeal. The narrative format, combined with a recognizable debate, creates a conversational and entertaining context that invites audience participation. This approach effectively targets U.S. consumers who are culturally attuned to both soccer and American football, leveraging the sports-to-snacks synergy to deepen brand relevance during an event with high viewership and engagement. The presence of humor and celebrity endorsements aids in driving conversation and shares, positioning Frito-Lay as a snack brand that understands and enhances culturally significant moments.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign most closely fits FORMAT#8, as it deploys a star-studded cast of prominent global sports and entertainment celebrities—including Peyton Manning, David Beckham, Javier “Chicharito” Hernández, and others—centered around a humorous debate on "soccer vs football" while enjoying Frito-Lay snacks. The setup revolves around celebrity participation and camaraderie, leaning on their fame and personalities for brand association and recall rather than advancing a plot where the product itself solves a problem or drives resolution. The presence of recurring athletic icons and their effortless integration with communal snacking scenes make it a textbook example of the celebrity-driven format rather than story or direct comparison devices. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Mondelez International – Positions itself as a global leader in snacks with a broad portfolio including brands like Oreo and Ritz, emphasizing indulgent flavors, innovation, and broad consumer appeal through consistent global marketing and local customization. 2. Kellogg’s – Known for its strong presence in both breakfast cereals and snacks, Kellogg’s leverages health-oriented products and convenient snacking options, focusing on nutrition, sustainability, and wellness trends to attract health-conscious consumers. 3. Campbell Soup Company (Snacking Division) – Through its Pepperidge Farm and Snyder’s-Lance brands, Campbell emphasizes artisanal quality and unique, crafted snack options, targeting consumers seeking premium ingredients and diverse flavor experiences. 4. General Mills – Utilizes its portfolio including Chex Mix and Nature Valley to position itself around wholesome snacking, combining taste with better-for-you attributes, focusing on natural ingredients, transparency, and sustainability to appeal to an active lifestyle market segment. 5. Hershey Company – Expands beyond chocolate into the broader snacks category with acquisitions like Krave Jerky and Pirate’s Booty, positioning itself as a provider of indulgent yet diverse snack options that balance taste and convenience across multiple consumer demographics.

Q: What is Is It Called Soccer or Football? about? A: Is It Called Soccer or Football? is a 2023 film campaign created for Frito-Lay in the United States, directed by Michael Bay. The campaign centers on a playful debate between Peyton Manning and David Beckham, joined by sports icons like Javier “Chicharito” Hernández, Julie Foudy, Brandi Chastain, Tim Howard, Mia Hamm, and comedian Ron Funches. Set against the backdrop of the FIFA World Cup 2022, the commercial uses the ongoing cultural question of whether the sport should be called soccer or football to engage viewers, positioning Frito-Lay snacks as the centerpiece of shared, enjoyable moments during major sporting events. Q: What creative device does Is It Called Soccer or Football? use? A: Is It Called Soccer or Football? employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, as classified by Clapboard’s 12-format taxonomy. This approach leverages a recurring cast of high-profile sports and entertainment personalities, including Peyton Manning and David Beckham, to drive brand recall and engagement. Rather than focusing on a product-solving narrative, the campaign relies on celebrity camaraderie and humor, using their presence and personalities to foster a memorable association with Frito-Lay. The celebrity-driven format is designed to create instant recognition and cultural relevance within the context of a widely discussed sports debate. Q: What is the campaign proposition for Is It Called Soccer or Football? A: The strategic proposition of Is It Called Soccer or Football? is to position Frito-Lay as an inclusive and relatable companion during moments of collective enjoyment, particularly around major sporting events. By tapping into the familiar debate over the sport’s name in the U.S., the campaign invites viewers to participate in a unifying, lighthearted conversation, reinforcing the idea that Frito-Lay snacks are essential to social gatherings. This approach targets U.S. consumers who are culturally attuned to both soccer and American football, leveraging the synergy between sports and snacking to deepen brand relevance and foster a sense of connection. Q: How does Is It Called Soccer or Football? rank in Clapboard's archive? A: Is It Called Soccer or Football? holds a Clapboard Campaign Score of 71/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial team. Q: Who are the competitors in Frito-Lay's category? A: In the confectionery and snacks market, Frito-Lay competes with Mondelez International, which emphasizes indulgent flavors and global appeal through brands like Oreo and Ritz; Kellogg’s, which focuses on health-oriented and convenient snacking options aligned with wellness trends; Campbell Soup Company’s snacking division, known for artisanal quality and premium ingredients through brands like Pepperidge Farm; General Mills, which positions itself around wholesome, better-for-you snacks such as Chex Mix and Nature Valley; and Hershey Company, which has expanded beyond chocolate to offer a diverse range of snack options balancing taste and convenience.

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