Frito-Lay has just dropped a game-changing advertising campaign, and it’s not your typical snack-promotion affair. Teaming up with Michael B. Jordan’s Obsidianworks, the company introduces “My Joy,” a campaign that transcends the usual marketing chatter to spotlight the often-overlooked joy found in diverse creative voices.
“My Joy” isn’t just an ad campaign; it’s an anthem of joy told through the lenses of rising creators. Frito-Lay, a snack industry behemoth, is taking a bold leap by putting these creators front and center, giving them the stage to share stories of genuine joy and creativity.
The campaign, orchestrated by the talented Argentinian filmmaker Robert Llauro, introduces us to five extraordinary Joy Creators. From Color Me Courtney’s bold fashion influence to DJ Lex’s musical journey that thrived during the depths of the COVID-19 pandemic, the campaign weaves a rich tapestry of creativity and cultural diversity.
Forsyth Fire Escape, the Chinese-Thai-Dominican fusion duo famed for their scallion pancake burritos, brings a flavorful twist to the narrative. Pro hooper and former Harlem Globetrotter Briana Green and Colombian tattoo artist Michelle Santana complete this ensemble, showcasing the diverse talents that “My Joy” aims to spotlight.
Diversity in Marketing: A Non-Negotiable Priority
Frito-Lay’s commitment to elevating diverse representation in marketing is not just a talking point; it’s a strategic imperative. The company acknowledges the positive impact it has on society, particularly among key demographics like Gen-Z, Black, Hispanic/Latino, and Asian consumers.
“My Joy” aligns seamlessly with Frito-Lay’s overarching five-year mission to invest in, represent, and amplify diverse creative voices, both in front of and behind the camera. By joining forces with Obsidianworks and director Robert Llauro, Frito-Lay is on a mission to foster a culture where joy knows no bounds, and diversity rightfully claims the spotlight.
As previously reported by Variety, “actor and producer Michael B. Jordan has already proven to be a social change agent through the work of his Outlier Society production banner, as well as his partnership with Color of Change to launch the #ChangeHollywood initiative.” When Jordan launched his Black-owned and led marketing agency, he promised to bridge the gap between companies and consumers to drive authentic representation. And it seems to be working.
Limitless Joy, Limitless Inspiration
For director Robert Llauro, the driving force behind “My Joy,” bringing this campaign to life was not just a creative endeavor but a deeply inspiring one. “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,” says Llauro.
Tina Mahal, senior vice president of marketing at Frito-Lay, echoes this sentiment. “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,” says Mahal. Collaborating with Obsidianworks and director Robert Llauro, Frito-Lay aims to spotlight Joy Creators who leverage their talents to spread joy in their communities.
Diving into the Joyful Narratives
The Joy Creators featured in the campaign offer a glimpse into their worlds, sharing what “My Joy” means to them. Color Me Courtney champions confidence and positivity through vibrant fashion, while DJ Lex transforms her love for music into a platform for influence and entertainment. Forsyth Fire Escape brings communities together through unique culinary experiences, and Briana Green and Michelle Santana showcase their prowess in sports and tattoo artistry, respectively.