Lay's Max

Re-Record | Client: Lay's Max

Adelphoi teams up with Lay’s once again on their new spot for Lay’s Max, and here’s the scoop! We let the max out, working with hip hop royalty, Fatman Scoop, to re-record the Baha Men classic, Who Let The Dogs Out. 

Directed by Greg Bray, via Mad Cow Films, the music was central to this film from its conception, reworking the song’s hook into an instantly recognisable catch-phrase - ‘Who Let The Max Out’. 

Set in the queue to a nightclub, the opening of a bag of Lay’s Max ignites the party spirit and the protagonist is carried by a chanting crowd to the front of the line, conveying the uniquely social experience of a bag of crisps shared with friends. The bombastic vocals and heavy contemporary hip hop beat give the pre-party scene its exuberant flavour.

We worked with Guy Katsav to modernise the original instrumental, without straying too far from the source, taking inspiration from New Orleans Bounce music and switching out the Roland 909 drum sounds for a weighty 808. Its rumbling subs are more closely aligned with contemporary trap than the Baha Men’s funky early 00s bassline, while the sunkissed piano stabs take centre-stage, giving the film a feel that’s both classic and genuinely current.

Interplaying with Scoop’s gruff shout, we recorded crowd vocals on set with the actors singing in chorus, finely treading a balance between the energy of a multitude and a more harmonious, tuneful sound. The piece is full of bounce, energy and fun, welcoming in the party mood that the beginnings of summer always bring.

Adelphoi’s Head of Production, Jonathan Watts, says:

‘The challenge with this spot was to keep the feel and mood of this instantly recognisable classic, while modernising and improving on its sound in the production process. That way the end result ties into a hook remembered by generations, but feels at home in the contemporary setting of the film.’