Super Bowl

Lay’s “The Little Farmer” is the standout Super Bowl spot from Chicago

By Colin Costello
February 10, 2025

Every year, Super Bowl commercials flood our screens with spectacle, humor, and celebrity cameos, but the best ads are the ones that make us feel something. This year, that honor goes to Lay’s “The Little Farmer”, a beautifully crafted one-minute spot that blends cinematic storytelling with authentic emotion.

Created by Highdive, the commercial is, in our opinion, the best Super Bowl ad to come out of the Chicago market in 2025.

Helmed by Academy Award-winning director Taika Waititi, known for his ability to balance humor, heart, and humanity in films like Jojo Rabbit and Thor: Ragnarok, the spot takes a different approach from most of his work. Instead of witty dialogue and comedy, “The Little Farmer” relies on visual storytelling and a touching narrative.

The ad follows DeLee Parker, a real-life five-year-old farmer from St. Johns County, Florida, in a fictionalized version of her story. It begins with her watching a truck full of potatoes drive away, leaving behind a single spud on the dirt road. Rather than letting it go to waste, she picks it up, plants it, and tends to it through rain and sunshine, using an umbrella for storms, a scarecrow for protection, and even camping out to guard it at night.

Then, the payoff: after months of care, her little potato thrives, and she proudly brings it to the family truck, adding it to the thousands of others destined for Lay’s. The ad concludes with a photo collage of real farming families, including DeLee’s father, Jeffrey Parker, and other multi-generational farming families who grow Lay’s potatoes.

Set to Caroline Says’ cover of Barry Louis Polisar’s 1977 classic All I Want Is You, the spot delivers a warm, nostalgic feel that perfectly matches its theme of hard work, tradition, and family values. Watch below:

Why “The Little Farmer” Stands Out

In a year filled with flashy celebrity-driven ads, Lay’s opted for authenticity. The brand could have easily gone for a star-studded, humor-heavy spot, but instead, they told a real story about the people behind their product.

This wasn’t just an ad about farming—it was about the dedication and resilience of real farming families who have supplied Lay’s for generations. The inclusion of actual farmers, like the Parker family, Smith Farms, and the Singleton family, gave the commercial an extra layer of credibility and heart.

The ad also succeeds because it effortlessly connects its message to the brand. It’s not just about a potato—it’s about how Lay’s respects and supports the farmers who grow them. The final tagline, “Real potatoes grown on family farms across America,” drives that home in a way that feels genuine rather than forced.

A Shift for Lay’s Super Bowl Advertising

Lay’s return to the Super Bowl after a three-year hiatus was highly anticipated, and this ad did not disappoint. Their last Big Game spot, Golden Memories, took a comedic approach, starring Seth Rogen and Paul Rudd reminiscing over their past misadventures. This year, however, Lay’s pivoted to sentimentality, and it paid off.

The decision makes sense—Frito-Lay’s internal research found that snacks are just as important to Super Bowl viewers as the game itself. With three in five people choosing where to watch based on food, Lay’s is making sure they remain a game-day essential.

Founded in 1944, Lay’s has grown from a small family business into America’s top-selling potato chip brand, but this ad brings it back to its roots—literally. By focusing on real farmers and their families, Lay’s successfully connects with audiences on an emotional level while reinforcing the brand’s commitment to quality.

Highdive’s creative is more than just a great commercial—it’s a masterclass in storytelling. Highdive and Taika Waititi created a visually stunning, emotionally resonant piece that perfectly blends brand messaging with heartfelt storytelling.

This is, without a doubt, the best Super Bowl ad to come out of Chicago in 2025.

CREDITS:

BRAND: Lay’s