Anitta stars in Lay’s Latino-focused, potato-powered spot

The spot was choreographed by Fatima Robinson, and shot by cinematographer Marc Gómez del Moral. It was produced by a diverse team including Los Angeles’ Stink Films and Habitant of Mexico City. Nick Roney directed the commercial. The lead creative agency is Third Ear.

The 30-second spot will be broadcast during “Next Level Chef” following the Super Bowl on Feb. 12 and during Premio, the highest-reaching Hispanic awards show, on Feb. 23. Additionally, there are ad placements via YouTube, Roku, Hulu and Vevo, with a “first impression takeover” scheduled on Vevo on Feb. 12.