Plano, TX — Frito-Lay North America is releasing its new Lay’s Latino TV spot, “Beat of Joy” featuring multiple Latin Grammy-nominated artist Anitta set to a remix of her song “Envolver.“
According to the company, “Beat of Joy” embodies the joy of the Latino community through the power of reggaetón, dance and voceteo, a Puerto Rican and Dominican phenomenon of modifying car sound systems to play music at elevated levels. The spot was created by a diverse team of multinational production professionals, choreographers and dancers.
“As I continue to grow as an artist and a person, I do my best to focus on the positive and choose joy in every situation — to Stay Golden,” says Anitta. “This campaign captures that feeling that brings together all my passions and reflects the mindset I have in life at this moment. I hope it inspires fans to create joy and radiate that positivity every day.”
To add a unique sound to the campaign, Frito-Lay and Anitta produced a remix of “Envolver” using the power of potatoes. The track was recorded in a studio, leveraging the electricity created by more than 6,000 potatoes and setting a Guinness World Records title.
“Anitta is one of the most authentic and electric voices in the music industry. She personifies the ‘Stay Golden’ mentality and empowers those around her to do the same,” Stacy Taffet, senior vice president of marketing at Frito-Lay, notes. “Many multi-ethnic voices and experts powered the creation of this spot, which shares how a bit of fresh thinking and optimism can turn a little disappointment into a shared moment of joy.”
Frito-Lay is also bringing the “Beat of Joy“ to select consumers with a voceteo kit signed by Anitta that plays the Lay’s x Anitta “Envolver” remix and includes a limited-edition bag of Lay’s.