Frito-Lay celebrates rising artists in a new commercial, titled “My Joy”, which serves as a continuation of Frito-Lay’s ongoing efforts and five-year goal to increase investments, representation, and amplification of diverse creative voices – in front of and behind the camera.

“We’re celebrating everyone who created joy because joy comes in all flavors. It’s bold and full of color. And perfect to mix the vibes. It adds flavor, rhythm, a voice. It takes flight. And it can’t be contained. This is My Joy,” the voiceover says in the 30-second spot, which features Cheetos, Doritos, Lays, and other Frito-Lay products, as well as a diverse cast of creators, including Color Me Courtney (@colormecourtney), Founder and Creative Director of the vibrant fashion, lifestyle, and culture media company Color Me Courtney, which promotes positivity and encourages women to live and dress “outside the lines”, Filipino-American DJ Lex (@officialdjlex), Pro hooper, entertainer, trainer, and former Harlem Globetrotter Briana Green (@brianagreen), NY-based Colombian tattoo artist Michelle Santana (@mnsantanatattoo), and Chinese-Thai-Dominican fusion traveling duo Forsyth Fire Escape (@forsythfireescape), known for their famous scallion pancake burritos.

Directed by Argentinian-born filmmaker Robert Llauro, known for his international commercial workfor major brands in the auto, tech, beverages and apparel industries, the commercial aims to “highlight these amazing Joy Creators who are using their talents and passions to spread joy in their communities.,” according to Tina Mahal, senior vice president of marketing at Frito-Lay, who expressed her excitement to be working with partners like Obsidianworks and Robert Llauro.