British actor John Boyega gives us “a taste of the beautiful game” in a commercial set in a local corner shop in Toronto. In an energetic history lesson on the world’s most popular sport, the actor roots for Canada in the FIFA World Cup championships with a big bag of Frito-Lay potato chips in his hands.
The Star Wars actor, who also had a lead role in the recently released film The Woman King, stars in the Taste Of Soccer commercial, which kicks off Frito-Lay’s “Made For The Moment” campaign. Boyega crunches his way through soccer history and fandom from 19th century England to the first international match in 1872, to today.
This is the first time since 1986 that the men’s soccer team qualified for the FIFA championship games. It took 36 years for the moment to arrive, which explains why Canadian soccer fans are on the edge of their seats as their home team competes for the World Cup in Qatar.
Could they have been inspired by the Canadian women’s soccer team’s history-making gold win at the Olympics last year in Tokyo or is that another story?
The “Made For The Moment” campaign also gives soccer fans a chance to be featured in a longer version of the commercial that the company will release during the World Cup finals.
Core also found out that the social media part of the campaign is starting November 30 on TikTok, just in time for Canada’s final game on Thursday.
The “Made For The Moment” TikTok challenge is meant to inspire soccer fans to share their GOAL celebrations, like the goal-scoring moment celebrated in Boyega’s commercial. Fans who share their videos online using the hashtag #MadeForTheMoment may be featured in an extended cut of the Taste of Soccer commercial. The Extended Cut, which seems to be a play on the idea of Canada making the cut for the FIFA playoffs after so many years, will be revealed during the FIFA World Cup finals.
The savoury snack makers’ hint at the release of an exclusive capsule collection in the coming weeks as the campaign rolls out is really happening. The clothing collection is a collaboration with BauerX by iconic Canadian clothing brand Bauer called See Thee Rise. They held an immersive pop-up experience over the weekend.
There is a chance that other events will happen in other Canadian communities as well. Frito-Lay is a FIFA World Cup 2022 regional sponsor.
Boyega’s commercial launched just hours ago and will air on television and digital platforms during the World Cup finals, which ends on December 18.
by Cherryl Bird – Toronto, Ontario, Canada
Twitter @ladycbird | Instagram @cherrylbird