BBDO Shuffles Stax on Emmy Awards

NEW YORK Frito-Lay rolls out its new stackable potato chip brand, Lay’s Stax, in a commercial featuring comedian Dana Carvey during the Emmy Awards telecast on Sunday.

Carvey plays a dual role in the 30-scond spot, created by BBDO in New York, set at a casino. Carvey as a croupier shuffles a deck of cards at a blackjack table, while Carvey as an Iowa housewife (baring a striking resemblance to his Saturday Night Live Church Lady character) shuffles the stackable potato chips and wins over a gathering crowd.

“The casino setting lent itself to the product,” said Frito-Lay’s representative Charles Nicholas. “Stax are neat and there’s nothing neater than a stacked deck of cards.”

Carvey was chosen because of his “versatility,” Nicholas said. “He’s capable of playing multiple roles quite convincingly.”

Al Merrin was executive creative director on the spot. Senior creative directors Harry Woods and Gill Witt were the copywriter and art director, respectively. David Kellogg of Anonymous Content directed.

Also airing during the Emmys, which will be broadcast on Fox beginning at 8 p.m., are spots by The Richards Group in Dallas for the Florida Department of Citrus, TBWA\Chiat\Day in New York for Nextel and Merkley Newman Harty & Partners in New York for DaimlerChrysler’s Mercedes-Benz, among others.