To tie in with Groundhog Day, Disney has announced details of a special first-ever daylong time-loop ad takeover for Lay’s on ABC, in addition to running on Hulu and Hulu On Disney+ on February 2nd 2024.

The ad stars Stephen Tobolowsky, who played an iconic character from the 1993 cult classic feature film of the same name, and Artemis Pebdani from “It’s Always Sunny in Philadelphia,” the ads, which spotlight eight flavours of Frito-Lay chips, bring viewers into a questionable time loop where Tobolowsky experiences the “same” day over and over again with the only variation being a different chip flavour.

Lay’s serves as the sole sponsor of the Groundhog Lay’s activation, marking the first time Disney has offered an exclusive sponsorship opportunity featuring a brand suite across an entire day. The ads will air during ABC’s ‘Good Morning America;’ ‘GMA3;’ ‘General Hospital;’ ‘Shark Tank;’ ‘20/20;’ and ‘Jimmy Kimmel Live’ on February 2nd 2024.

Check out the Lay’s ad below:

The spirited creative endeavour was developed in collaboration with Ryan Reynolds’ production and marketing company, Maximum Effort and Jimmy Kimmel’s creative lab, KIMMELOT. This marks the fourth time that Maximum Effort and KIMMELOT have collaborated on a custom project, including the development of retro 80’s spots for ABC’s “Live in Front of a Studio Audience.

Chris Bellinger, Chief Creative Officer, Frito-Lay said in a statement:

“Creativity is at the core of everything we do at Frito-Lay and that allows us to bring fun ideas to life over, and over, and over again. We are excited to entertain our consumers with an unconventional series of custom spots that play on the theme of an iconic film and day.”

Ryan Reynolds, Co-Founder, of Maximum Effort and co-owner of Wrexham FC and also Marvel superstar, said:

“Creativity is at the core of everything we do at Maximum Effort and that allows us to bring fun ideas to life over, and over, and over again. We are excited to entertain our consumers with an unconventional series of custom spots that play on the theme of an iconic film and day.”

Jimmy Kimmel added:

“Creativity is at the core of everything we do at Kimmelot and that allows us to bring fun ideas to life over, and over, and over again. We are excited to entertain our consumers with an unconventional series of custom spots that play on the theme of an iconic film and day.”

John Campbell, SVP, of Entertainment and Streaming Solutions, Disney Advertising also said in a statement:

“Creativity is at the core of everything we do at ABC and that allows us to bring fun ideas to life over, and over, and over again..  We are excited to entertain our consumers with an unconventional series of custom spots that play on the theme of an iconic film and day.”

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Roger Palmer

Roger has been a Disney fan since he was a kid and this interest has grown over the years. He has visited Disney Parks around the globe and has a vast collection of Disney movies and collectibles. He is the owner of What's On Disney Plus & DisKingdom. Email: Roger@WhatsOnDisneyPlus.com Twitter: Twitter.com/RogPalmerUK Facebook: Facebook.com/rogpalmeruk

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