March 24, 2021

Following the launch of its global UEFA Champions League campaign last month, today Lay’s introduces a world-first interactive innovation for fans around the world: Messi Messages. 

Continuing its ambition of bringing joy and game-day excitement to fans watching matches at home this year, Messi Messages leverages advanced AI technology to make organizing watching with friends and family easier and more memorable, whether they’re together or apart. By utilizing cutting-edge technology, the platform sends personalized videos from the GOAT Lionel Messi himself, in up to 10 different languages. 

Available in 20 countries, Messi Messages is the creative output of Lay’s partnership with Synthesia, specialists in AI technology and facial mapping. The Messi Messages videos leverage advanced AI technology to manipulate the movement of Messi’s lips, syncing it with the voiceover audio in real time to make Messi seamlessly appear to speak the chosen words and language. This industry leading technology has never been put in the hands of consumers through a brand activation before and elevates the at-home experience in a new and surprising way.