Lay’s is showing up to the Super Bowl with a rare double play this year: two national ads and a fan-facing activation, from Highdive, all centered on the humble potato and the people behind it. The brand’s Big Game presence blends heartfelt storytelling with playful immediacy, reinforcing Lay’s connection with generations of growers while demonstrating how quickly a potato can become a chip.
The first spot, “Last Harvest,” is a 60-second cinematic tribute directed by Taika Waititi via hungryman and created in partnership with Highdive. Airing in the first half of the game, the film follows a father and daughter as they walk the family farm one final time before the legacy is passed down. Layered with flashbacks and set to a rendition of Keane’s “Somewhere Only We Know,” the piece is inspired by real-life third-generation Illinois farmers Tom Nueliller and Katie Floming. Watch below:
“Farmers are our celebs!” noted the brand. “We are endlessly inspired by the real stories of farmers.” The spot underscores that Lay’s wouldn’t exist without the more than 100 North American farms that supply the potatoes behind the iconic chips.
Highdive co-founder Mark Gross said, “When you’re working on something as big as the Super Bowl, there’s a pressure to go loud and flashy, but we wanted to find the quiet power in a story that’s been unfolding on family farms for generations. Working again with Taika Waititi, we were able to capture something honest and an emotional love letter to the people who make Lay’s possible.”
The second Big Game moment shifts gears entirely. Titled “The Lay’s Challenge,” the spot is led by PepsiCo Foods’ in-house creative agency, D3, and invites viewers to participate directly. During the second half of the game, fans can scan an on-screen code to sign up for a bag of Lay’s delivered from potato to doorstep in 72 hours or less. If delivery arrives even one minute late, eligible consumers win a year’s supply of Lay’s.
The teaser sets the tone, urging viewers to “Stick around for the second one for the chance to get the freshest bag of Lay’s you’ve ever had. I might even deliver them to you…”
For Chris Bellinger, chief creative officer at PepsiCo Foods US, the activation “proves just how fast these chips can move… From potato to your door in a few days? That’s not just marketing; that’s why Lay’s is America’s favourite chip.”
Beyond the Big Game, PepsiCo and the Pepsi Foundation are committing more than $1 million over the next two years to support the next generation of farmers across the U.S. through partnerships with Farm Foundation and Practical Farmers of Iowa, with a focus on education, technical assistance, seed capital, and sustainable farming practices.
Together, Lay’s two Super Bowl spots balance heart and hustle, honoring where the chips come from while inviting fans to experience that journey faster than ever.
CREDITS:
BRAND: Lay’s
AGENCY: Highdive
AGENCY (In-House): PepsiCo Foods U.S.
PRODUCTION COMPANY: hungryman
Director: Taika Waititi
For more Super Bowl coverage, click here.
ALSO READ:
NERDS x Andy Cohen debut Juicy Gummy Clusters in Big Game
