Lionel Messi, Steve Carell & More Team up for Lay’s FIFA World Cup Ad

Lay’s has unveiled a new star-studded campaign ahead of the 2026 FIFA World Cup. It brings together football legends Lionel Messi, David Beckham, Thierry Henry, Alexia Putellas, and actor Steve Carell for a playful new ad series centered around fans and watch parties.

Lay’s brings Lionel Messi, Steve Carell and David Beckham together for World Cup Ad

The campaign, titled “The Epic Watch Party,” expands Lay’s ongoing “No Lay’s, No Game” platform. Developed by Slap Global, hungryman, Washington Square Films, Omnicom Public Relations, and We Are Social, the project focuses on connecting real fans with some of the biggest names in sports and entertainment.

In the commercials, Messi, David Beckham, Thierry Henry, Alexia Putellas, and Steve Carell surprise unsuspecting shoppers outside a Florida supermarket. Fans carrying Lay’s products in their grocery bags receive invitations to an exclusive World Cup watch party. The ads capture spontaneous reactions and interactions as the celebrities hand out invites and chat with consumers.

Carell adds a comedic twist throughout the campaign, including scenes featuring karaoke moments and lighthearted banter. According to Lay’s vice president of marketing, Alexis Porter, the actor helped make the football-focused campaign feel more approachable for casual viewers and snack lovers.

“The ‘No Lay’s, No Game’ campaign has always been about bringing fans closer to the sport and the players and personalities they love,” Porter explained. She added that the campaign aims to unite “some of the world’s greatest icons with real fans.”

Lay’s also launched a dedicated WhatsApp group chat tied to the campaign. The platform reportedly gathered more than four million followers since March. Fans can react to messages, memes, recipes, and behind-the-scenes content shared by celebrity ambassadors involved in the campaign.

The larger “No Lay’s, No Game” initiative will run across 90 global markets through digital, social media, and broadcast channels. Lay’s also plans in-stadium activations, localized fan events, and limited-edition flavors tied to the 2026 FIFA World Cup.

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