Justin Lambeth and Gannon Jones, Frito-Lay

The resulting campaign began with a spot, dubbed “Fireworks,” which showed salt-of-the-earth workers gathered for a ritual harvesting of potatoes. As men, women and children rush to the fields with wagons, baskets and lawn chairs, a lone farmer unearths a potato from the ground. A group of children motion for him to hurriedly come back, and then it’s revealed why: Potatoes start shooting up from the ground and exploding into Lay’s potato chips.