Frito-Lay’s 'Lost in the Crunch' campaign features former NFL star Marshawn Lynch in a comedic spot that focuses on a lighthearted exchange regarding his snack preferences. Developed by D3, the commercial finds Lynch enjoying Jalapeno flavoured crisps while caught in a playful negotiation over the phone.
The production moves between a sunlit estate and a wood-paneled study, utilizing live-action technique to capture the interaction. With editorial work by The Den Editorial and production handled by Ridley Scott Associates LA, the piece leans into a warm aesthetic with crisp framing and dynamic editing.
