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FOUR NETWORK SPORTS COMMENTATORS SPORT THE BALD LOOK IN NEW 'LAY'S CHALLENGE' COMMERCIALS; LAY'S POTATO CHIPS DEBUTS NEW COMMERCIAL ON TONIGHT'S PRE-SEASON OPENING GAME ON ABC'S NFL 'MONDAY NIGHT FOOTBALL'

 PLANO, Texas, Aug. 9 /PRNewswire/ -- Frito-Lay, Inc. will debut tonight one of two new "Lay's Challenge" commercials that shows network sportscasters in a never-seen-before situation -- bald. The three announcers of ABC's NFL "Monday Night Football," Frank Gifford, Al Michaels and Dan Dierdorf, can be spotted bald in the first :30-second spot that premieres tonight during the NFL's pre-season opening game between the Washington Redskins and Cleveland Browns at 9 p.m. EDT tonight on ABC-TV.
 The campaign, which was created by BBDO New York and re-introduces the slogan "Betcha Can't Eat Just One," will also air on NBC sports broadcasts, but with a different ending. The "Lay's Challenge" taker in this spot is NBC sportscaster Jim Lampley and the spot will premiere during the NBC broadcast of a Notre Dame college football game on September 4.
 "We're kicking off our new `Lay's Challenge' commercial on Monday Night Football because of its enormous audience plus it's a weekly event where people are reaching for the potato chip bowl," said Frito-Lay's Vice President of Brand Marketing Brock Leach. "Our new ad features some of the NFL's finest who know they can't eat just one Lay's Potato Chip and three `Lay's Challenge' takers who find the consequences of their wager quite revealing."
 In the new campaign, New York Jet Boomer Esiason fails to enlist takers for the "Lay's Challenge," pitching Super Bowl XXVII Champion Troy Aikman and four other NFL quarterbacks who know they "Can't Eat Just One" Lay's Potato Chip and are unwilling to suffer the consequences. ABC Sports announcers Gifford, Michaels and Dierdorf and NBC Sports announcer Jim Lampley take the "Lay's Challenge" and find themselves with shaven bald heads. In addition to Dallas Cowboy Aikman, the NFL quarterbacks appearing in the Lay's new ad include Buffalo Bill Jim Kelly, San Francisco 49er Steve Young, Denver Bronco John Elway and Houston Oiler Warren Moon.
 In both spots, Esiason tries to get even for the loss of his locks in the Lay's Super Bowl XXVII Halftime commercial that aired in January.
 During that two-part commercial, which aired exclusively and one- time only during the first-ever Lay's Super Bowl Halftime Show, former Dallas Cowboy coach Tom Landry issued a "Lay's Challenge" to former Chicago Bear coach Mike Ditka, New York Giants Phil Simms and Lawrence Taylor, L.A. Raiders Howie Long and Eric Dickerson, Denver Bronco John Elway and former Cincinnati Bengal Boomer Esiason. The players ultimately lost Landry's "Lay's Challenge" -- and their hair.
 The "lose the bet, shave your head" scenario is also familiar to fans of Kareem Abdul-Jabbar and Larry Bird. A Lay's commercial in 1992 showed Bird take and lose the "Lay's Challenge" and end up with a scalp as bare as Kareem's.
 -0- 8/9/93
 /CONTACT: Lynn Markley of Frito-Lay, Inc., 214-334-2404/


CO: Frito-Lay, Inc. ST: Texas IN: ENT SU: PDT

TS -- NY017 -- 0635 08/09/93 09:13 EDT
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Publication:PR Newswire
Date:Aug 9, 1993
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