(BPT) – What happens when four football legends walk into a bar? Well, for fans enjoying Lay’s, the world’s number one potato chip brand and official snack partner of the UEFA Champions League (UCL) and UEFA Women’s Champions League (UWCL), something extraordinary. That’s right, No Lay’s, No Game is back for its third season and is bigger than ever. With help from iconic football players Alexia Putellas, Thierry Henry, Lionel Messi and Luis Suárez, the brand has pulled off a “Lay’s Crawl” activation that will leave fans speechless.

After surprising football fans at their front doors in 2023 and creating a truly epic in-stadium moment in 2024, Lay’s is once again delivering jaw-dropping surprises — this time at the ultimate gathering spot for football lovers: pubs and bars. This year, Lay’s embarked on the first-ever Lay’s Crawl: an epic search for a pub serving Lay’s, surprising game-watching fans with appearances by four legendary players — first Putellas and Henry in Barcelona, followed by Messi and Suárez in Miami.

Now, the brand is sharing a behind-the-scenes look at how these jaw-dropping, unscripted events came to life. Created in partnership with Slap Global and Washington Square Films, the Lay’s Crawl, which took place in both Miami and Barcelona, featured over 200 crew members, 300 unwitting fans, 10 bars and over 20 sprinter vans, truly making it a moving production like no other.

“When Slap Global and Lay’s approached me about this year’s No Lay’s, No Game plan, I initially thought there was no way we could pull it off in the amount of time that we had,” said Director Andrew Lane. “While filming we had to hit several bars within the duration of the football match — less than two hours — and navigate a room full of fans who desperately wanted these footballers to stay for the game. It was something that had never been done before, but being able to see the joy on fans’ faces was a moment I’ll never forget.”

The team navigated a fast-paced, dynamic environment to bring this story to life. Set against the vibrant backdrops of Miami and Barcelona, the crew worked swiftly to capture each moment as football icons navigated pub stops, quickly moving on if Lay’s wasn’t available. At times, they had less than 15 minutes before moving to the next location. To maintain the element of surprise for the very real fans inside, Lane and much of the crew waited outside, leaving it to a sharp, agile camera team inside to document every unfiltered reaction with precision.

“The energy at each location was unreal! Fans were in absolute awe as they came face to face with some of the biggest football stars on the planet — it was truly a day like no other,” said Lane. “Pulling this off required total trust and precision. Every moving piece had to sync perfectly — security, transport, production, crew, talent — and everyone stepped up. We’re really proud of how it all came together to make the third year of No Lay’s No Game a truly memorable one.”

For more details on the 2025 No Lay’s, No Game campaign, follow @laysfootball or visit https://www.nolaysnogame.com/.