Helen Hunt will helm a 60-second snack food commercial for Frito-Lay, set to air during the Feb. 22 Oscar telecast. The actress will direct a short film of the most inspiring entry in a story contest for the company’s True North snacks. Frito-Lay will also pay the winner $25,000. Stories will focus on how the author or someone the author knows is pursuing a life’s passion.
True North is due for some rebranding after summer, when one of its ads became a minor viral sensation because of its easily misunderstood kicker: “True North: An Extraordinary Nut Snack.”