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  • Writer's pictureTyzza Macias

Frito-Lay Unveils My Joy Campaign to Celebrate Rising Creators: Showcasing Diverse Voices



In a world filled with uncertainties and challenges, where headlines often spotlight negativity, there's a refreshing change on the horizon. Frito-Lay, the snack food giant known for bringing smiles with every bite, has unveiled its groundbreaking "My Joy" campaign, a vibrant celebration of creativity and diversity. This campaign serves as a symbol of optimism and inspiration, spotlighting rising creators from various backgrounds and cultures. Frito-Lay's commitment to amplifying diverse voices is on full display as it continues its five-year mission to make a difference in the world of marketing and advertising.


"My Joy" is not just an advertising campaign; it's a movement aimed at spreading positivity and amplifying diverse voices. This initiative, directed by filmmaker Robert Llauro in collaboration with Obsidianworks, celebrates the beauty of human diversity through storytelling.


At its core, "My Joy" highlights the stories of five remarkable Joy Creators, each contributing their unique talents and authenticity. Color Me Courtney, led by Courtney Quinn, encourages self-expression and confidence in the fashion world. DJ Lex, a Filipino-American artist, transitioned from a social media DJ to a successful musician during the pandemic. Forsyth Fire Escape, a fusion traveling duo, innovatively serves scallion pancake burritos from a New York City fire escape, fostering a sense of community. Briana Green, a former Harlem Globetrotter, inspires and entertains with her pro-hooping skills while being her genuine self. Finally, Michelle Santana, a Colombian tattoo artist based in NYC, pioneers the fine-line style of tattooing, earning her a place among the city's most sought-after tattoo artists. This campaign showcases the power of embracing individuality and sharing joy within diverse communities.


Director Robert Llauro expressed his excitement about bringing "My Joy" to life, stating that the campaign highlights an incredible mix of talents and expressions of joy. For Llauro, the project is not just about showcasing diverse voices but also about conveying the message that joy knows no bounds, transcending backgrounds and circumstances. Tina Mahal, Senior Vice President of Marketing at Frito-Lay, shared the brand's core purpose: to create more smiles with every bite. The "My Joy" campaign aligns perfectly with this mission by shedding light on different perspectives and amplifying diverse voices. Frito-Lay's collaboration with partners like Obsidianworks and Robert Llauro underscores their commitment to highlighting Joy Creators who are spreading happiness and joy within their communities.


As the "My Joy" campaign unfolds, you can become a part of this joyful journey by following Frito-Lay on Instagram @fritolay and YouTube @OfficialFritoLay. Use the hashtag #MyJoy to join the conversation, celebrate diversity, and be inspired by the incredible stories of these rising creators.


In a world that often focuses on what divides us, Frito-Lay's "My Joy" campaign reminds us of the beauty of our differences and the joy that can be found in every corner of our diverse world. It's a celebration of creativity, resilience, and the human spirit, reminding us all that joy knows no boundaries. So, let's come together, celebrate our differences, and spread a little more joy with every bite.

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