Brady, Marino, Rice, Smith, Moss Consider ‘Unretirement’ For Frito-Lay Campaign

By Barry Janoff

August 30, 2023: Pro Football Hall of Famers Dan Marino, Randy Moss, Jerry Rice and Emmitt Smith are contemplating coming out of retirement as part of a humorous multi-media campaign, “Unretirement,”  from PepsiCo's Frito-Lay and Beverages brands.

As future Hall of Famers Tom Brady and Julian Edelman might tell them, “Be careful what you wish for.”

"The kickoff to football season fuels the anticipation fans experience when they're about to see their favorite players on the field after months away," Brett O'Brien, Frito-Lay North America CMO, said via the brand.

"With this campaign, we're taking that excitement one step further by playing into the trend of unretirement and bringing back players fans wouldn't expect to see on the field again."

“Unretirement: Back To Football,” which also stars Josh Allen — PepsiCo's newest athlete endorser — finds Marino, Moss, Rice and Smith sitting in a living room watching NFL games on TV and enjoying Frito-Lay snacks and Pepsi beverages.

“Man, I wish I was out there,” says Smith.

“Let’s unretire,” offers Marino.

They all then find themselves on the field with their old teams, but things don't quite go according to plan for the old athletes.

Smith (Dallas Cowboys) falls asleep on the bench. Marino (Miami Dolphins) needs glasses to read the plays on his wrist and takes so much time he gets called for a delay of game.

Moss (Minnesota Vikings) catches a one-handed pass — “I still got it!” — but injures his wrist in the process. Rice (San Francisco 49ers) asks for a senior discount to purchase Frito-Lay products from a stadium vendor.

Marino, playing against the Buffalo Bills, is on his back after getting sacked when Bills quarterback Allen asks to take a selfie.

Brady and Edelman are relaxing at a backyard pool. “Unretirement?” Brady asks Edelman. “Who’d be dumb enough to do that?”

The spot then cuts back to the original scene with Marino, Moss, Rice and Smith in the living room.

“No thanks,” Smith replies to Marino’s suggestion about unretiring, with the added knowledge of what could go wrong. “I’m good right here.”

The on-field action is interspersed with shots of fans enjoying Frito-Lay products while watching the unretired players in action, at first enthused to see their heroes back on the field, but then deflated when the past-their-prime players don’t live up to expectations.

“Our brands are synonymous with the gameday experience," Greg Lyons, CMO for PepsiCo Beverages North America, said via the company.

"Gameday is about enjoying friends, family and football — getting lost in the excitement and those moments when the pop of a can or the first crunch of a chip is heard.

"So, for the kickoff of the 2023 season, we're amplifying that excitement even more by bringing together an iconic lineup of talent, snacks, and beverages that only PepsiCo can deliver."

"Unretirement" marks Allen's first campaign as part of his new multi-year partnership with PepsiCo, supporting brands across the portfolio.

"Growing up, PepsiCo brands were gameday staples in my household while I watched these NFL legends," said Allen via PepsiCo. "I never thought I'd get to share the field with a football great like Dan Marino, so it was a blast to shoot this commercial alongside everyone and be part of their 'unretirement' experience."

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