Lay's has rolled out a campaign, ‘Bandwagon’, ahead of the FIFA World Cup 2026, featuring actor Will Ferrell, footballer David Beckham, and American footballer Marshawn Lynch.

The brand is the official sponsor for the World Cup this year.

The campaign, comprising an ad film, aims to soccer fandom as a social experience rather than an exclusive club. It uses humour and celebrity-led storytelling to encourage casual American viewers to embrace football culture without intimidation.

The brand also released a teaser to the main ad film with Ferrell dusting off an old trunk seemingly from a previous FIFA World Cup, pulling out a USA jersey and shouting, “Start up the truck,” setting the tone for the road-trip-style campaign that follows.

The main film stars Ferrell driving a yellow Lay’s-branded ‘Bandwagon’ truck across the US, encouraging people to pick a team, grab a bag of chips and join the FIFA World Cup 2026 celebrations. Throughout the film, Ferrell ropes in everyone from cowboys to Beckham to Lynch and even unsuspecting fans with the promise of their favourite bag of Lay’s, turning the journey into a humorous push for inclusive fandom. The film culminates in a World Cup watch party aboard the Bandwagon truck, with everyone gathered around the match, sharing bags of Lay’s. Through this film, the brand positions soccer viewing as a communal entertainment experience centred around snacking, watch parties and shared moments rather than deep sports expertise.

What we think about it: Even as someone who does not actively follow football, the film remains entertaining because Will Ferrell’s over-the-top humour and the unexpected appearances by David Beckham and Marshawn Lynch keep the energy fun and engaging throughout. Rather than focusing on the technicalities of the sport, the film smartly sells the FIFA World Cup 2026 sports event as a cultural moment built around food, friends, and watch parties, making it feel accessible even to casual viewers.

The campaign was released on 16 May on YouTube and Instagram.