Frito-Lay Seeks ‘True North’ Stories
Frito-Lay is pushing its TrueNorth nut snacks with a contest to find a story about one person’s life passion that will become a TV spot during next year’s Academy Awards.
The TrueNorth brand has struck a partnership with Oscar-winning actress Helen Hunt, who will direct the 60-second ad spot. Consumers are being invited to submit essays now through Dec. 31 for a chance to have the story of their most compelling passion told in the spot to air during the 81st Annual Academy Awards broadcast on Feb. 22, 2009.
TrueNorth will be the exclusive snack category advertiser during the annual film awards show. The spot will be one of several that TrueNorth will run during the pre-show and the awards show itself.
“We want to find people who have found their “True North” and put a spotlight on their powerful stories,” said Regan Ebert, vice president and GM, warehouse direct business for Frito-Lay North America, in a release.
The personal passion spot will be the starter for a multimedia campaign on national TV, in print and online that will include three inspirational stories the brand has already discovered.
The campaign will include profiles of Gary Greff, whose sculptures adorn his hometown of Regent, ND, Majora Carter, an ecology activist in the Bronx, NY, and Teddy Gross, who is empowering children with the power of a penny.
