It doesn’t take a lot to make you want a potato chip other than seeing one. But seeing a whole bag of them come animating out of a bag and parade in front of you, close-ups and all? Just too much to resist.

Like the Kettle tagline: “We think simple is better,” Social Motion Films’ commercial is clean and clear. But come on, how much does it take to get the point across? Potato chips are just darn good.

When we asked Daniel Cohen of Social Motion about any challenges on set, he said the shoot was fairly straight-forward. Except that it was tough, “Just finding the right chip to create specific shapes (like eyes, leaves). We ate our way through the chips which didn’t make the cut.”

Next up for Cohen? Two LEGO commercials. Makes sense. If there’s anything people love more than potato chips, it may be LEGOS!