Live ads — or should I say, filming ads at live events — is not exactly a classic tried-and-true marketing method; but apparently, it is a thing if you have the platform or budget to make it happen.

In November of 2023, the chips brand Lay's filmed a commercial during a live UEFA football game.

Is this a new trend that marketers should be exploring?

Alrika Möller from media update is unravelling the potential that this new approach brings to the marketing game.

Lay's really got people's attention when the brand filmed its ad featuring David Beckham and Thierry Henry. The ad shows the two football — or soccer, depending on where you live — legends enjoying a bag of Lay's chips before the Paris Saint-Germain and AC Milan game.

Beckham discovers that Thierry ate all the Lay's chips and grabs the microphone and camera crew, asking the crowd if anyone has a bag of Lay's. If they do, they get to watch the game with Beckham and Thierry.  

The ad is really funny and successful because of the real excitement of the football fans in the crowd. 

Now I know that any ad featuring David Beckham is sure to do well because it's David Beckham … But is filming ads live going to become a marketing trend?

Marketing trends change constantly, and new ways to market your brand pop up every day — making it difficult for marketers to stay on top of the trend, let alone ahead of the curve.

Will every major brand be filming ads at live events? Who knows …

Utilising live events is starting to become a massive movement in the marketing industry. This is because of the way it capitalises on the excitement and positive energy created by the event.

And if you want to really make people excited, it helps to have David Beckham!

Do you think live ads or filming ads live will become a new trend? Let us know in the comment section below. 

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*Image courtesy of Canva