The commercial was created by Net#work BBDO. According to deputy creative director, Julian Watt: "In all of the previous Lays commercials, we have seen Francois get away with his cunning antics. This advert leaves the viewer guessing for a little while, adding an interesting twist."
The advert is supposedly set at rugby hero, Joost van der Westhuizen's home, where a group of local celebrities are gathered to celebrate his wife, Amor's, birthday. As the cake is brought into the room and the guests huddle around the table to sing 'Happy Birthday', Francois Pienaar spots a packet of new flavour Lays. To divert attention, he sets fire to a Birthday card on the mantle piece and shouts 'fire'. The hysterical guests scramble to get out, leaving Pienaar to enjoy the Lays. In a matter of moments, the fire spreads and we see the house engulfed in flames, leaving us wondering about Pienaar's fate. Eventually he staggers out, covered in black smoke and looking rather battered.
The advert was filmed at a home in Houghton where special effects specialists - The Creatore Shop worked with pyrotechnics to create the effect of the house burning down. All of the fire scenes were created in camera and with very careful planning and orchestration, only one window in the entire house was destroyed.
Tracy O'Brien Publicity on behalf of Net#work BBDO
