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Lay's to air Super Bowl ad for first time in 17 years

The Lay’s Potato Chips brand is "ready to make a triumphant return" to the Super Bowl after a 17-year absence with an "in-game spot" in NBC's Feb. 13 telecast, according to Shannon Miller of ADWEEK. No specific details have been released pertaining to the major spot itself, but the Frito-Lay brand is "wasting no time drumming up excitement with an NFL-inspired line of chips called Golden Grounds," which are made with potatoes "grown directly from the soil of the league’s most sacred space: the football field." Lay’s pulled soil "directly from NFL stadiums and fields across the country" and "blended it into separate parts of the brand’s potato fields." The specialized snack will come in "keepsake packaging featuring the logos and colors" of NFL teams. Pro Football HOFer Jerry Rice helped to "introduce the line in a short video." The news of Lay's Super Bowl ad arrives days after Frito-Lay announced a "Flamin’ Hot campaign that will include both Doritos and Cheetos brands" (ADWEEK.com, 1/11).

TACO BELL RETURNS: AD AGE's Jon Springer noted Taco Bell is "returning to the Super Bowl with a new ad" after "five years on the sidelines." The company will air a "30-second spot, produced in partnership with Deutsch L.A., ... during the fourth quarter of the game." Taco Bell's ad will showcase a "'modern expression' of its Live Más motto" (ADAGE.com, 1/11).

SBJ Spotlight: TikTok’s threat to traditional sports media

While tech companies are consumed with finding ways to compete with TikTok, almost no one in conventional media “spends any time talking about it,” said Recode senior correspondent Peter Kafka in an Spotlight interview with SBJ’s John Ourand. “To me, that’s just an obvious disconnect.” Kafka authored a recent column headlined, “It’s TikTok’s world. Can TV live in it?” He said the main response to TikTok’s growth from traditional media execs has been to “punt and hope it’s someone else’s problem a quarter from now or two years from now.” But Kafka said that ignores the trend of conventional broadcast audiences growing older while a billion younger consumers spend most of their media time watching short video after short video. “If you’re in the business of getting anyone under the age of 30 to look at what you’re putting on a screen, you have to think about the fact that you’re probably asking them to put down TikTok and watch your thing instead,” said Kafka. “That’s a very difficult ask. … [TikTok] is insanely addictive.”

SBJ Morning Buzzcast: June 29, 2022

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