Frito-Lay Campaign Celebrates Creators
Frito-Lay this month launched “My Joy,” an advertising campaign that showcases all the flavors joy comes in through the lens of rising creators.
The video ad features a variety of cultures, identities and talents in an effort to inspire creators from all backgrounds to “share their joy and authentic selves,” according to a media release.
Frito-Lay says My Joy is a continuation of its ongoing efforts and five-year goal to increase investments, representation and amplification of diverse creative voices in front of and behind the camera.
The campaign was directed by Argentinian-born filmmaker Robert Llauro, who’s work comprises international commercials for major brands in the auto, tech, beverages and apparel industries, in collaboration with culture-focused media and marketing agency Obsidianworks. The spot features five “Joy Creators” sharing what My Joy means to them while doing what they love. They are:
- Color Me Courtney (@colormecourtney) — founder and creative director of the fashion, lifestyle and culture media company and blog, Color Me Courtney. Her “signature sunny style” has been seen in national commercials, TV shows and collaborative product lines for major retailers, including Walmart.
- DJ Lex (@officialdjlex) — Filipino-American DJ who began her music career on social media at the peak of the COVID-19 pandemic, when live performances and entertainment were at a standstill. She is now using her platform as a steppingstone to other avenues as an influencer and artist.
- Forsyth Fire Escape (@forsythfireescape) — Chinese-Thai-Dominican traveling duo known for their viral scallion pancake burritos. The pair started Forsyth Fire Escape in 2021 as a fun and safe way to bring their community together and serve burritos by lowering them in a bucket off their Lower East Side fire escape in New York City. After serving sold out crowds for two years, they now reside at Olly Olly market in Chelsea, Manhattan.
- Briana Green (@brianagreen) — the 15th woman to ever play for the Harlem New York Globetrotters, and current trainer and internet personality.
- Michelle Santana (@mnsantanatattoo) — Colombian tattoo artist based in New York, where she helped pioneer the fine-line style of tattooing. She is a resident artist at Bang Bang Tattoos where she has built a high-end celebrity roster of clients.
Frito-Lay says uplifting diverse representation in marketing and advertising remains a priority for the manufacturer. According to June 2023 survey from Numerator, cited by Frito-Lay, most consumers say representation has a positive impact on society, with certain groups including Gen Z, Black, Hispanic/Latino and Asian consumers skewing higher.
"Our purpose at Frito-Lay is to create more smiles with every bite, so being able to show what My Joy means from different perspectives while amplifying diverse voices is at the heart of everything we do," Tina Mahal, senior vice president of marketing at Frito-Lay, said in the release.
"Bringing My Joy to life was both cathartic and inspiring because it highlights such an incredible mix of talents and expressions of joy, while allowing me to stay true to myself as a creator," Llauro added. "It's important for me to show other creators that joy has no limits, no matter what your background is. I'm happy to partner with Frito-Lay to carry that message through the Joy Creators' stories."
