CW: Allie Tracy | AD: Allie Tracy

Lay’s: Have a good lay.

This past semester, I took an advertising portfolio class where I partnered with a copywriter from another course to create a fully realized ad campaign. One of the first ideas I pitched was for Lay’s, built around the tagline “Always looking for a good Lay.” While my partner ultimately wasn’t on board, the idea stuck with me. It felt too strong to abandon, so I wrote it down and saved it for a time when I could fully explore it on my own.

This campaign is intentionally fun and light-hearted, constantly walking the tightrope of “What do they really mean?” One area I’ve always gravitated toward creatively is double meaning, finding language that can be read in more than one way and makes the audience pause, smile, and reconsider what they just saw. Life is full of these moments, and this campaign leans into that shared, often unspoken humor. The copy is built around phrases that are vague enough to swing both ways, toeing the line and encouraging a second glance.

Visually, I wanted the campaign to feel bold, colorful, and unmistakably Lay’s. I studied current Lay’s advertising and identified the circular pattern as a key brand element, using it as a unifying device across all pieces. This allowed the work to stay relevant in Lay’s branding while remaining energetic and scroll-stopping, whether on Instagram or a billboard. The font was chosen to be playful and bold, complementing the Lay’s script logo while maintaining strong legibility and impact.

Overall, this campaign explores how humor, restraint, and brand consistency can work together to create memorable advertising. By pairing suggestive, but never explicit, copy with vibrant, recognizable design, the work invites audiences to engage, laugh, and ultimately remember the brand.