Lay’s Heads Back to the Farm in ‘Last Harvest’ Super Bowl Teaser, Signals Brand Refresh

The humble potato takes centre stage once again as Lay’s gears up for the Big Game. Following last year’s charming spot ‘The Little Farmer’, the Super Bowl LX work will continue to shine a light on the brand’s commitment to celebrating the real, farm-grown potatoes that make the nation’s most eaten chip.

Highdive is once again leading creative on ‘Last Harvest’, with other collaborators still to be revealed.

The campaign launch comes at a big moment for a brand that’s been around almost 100 years. “There’s no better moment than the Super Bowl to continue the Lay’s story as we kick off our largest brand refresh in our history,” said Hernán Tantardini, chief marketing officer at PepsiCo Foods US.

“We’re taking fans back to the farm with ‘Last Harvest’ to show a glimpse of what makes America’s favourite chip feel so special. It’s a legacy built from the farm up and we’re proud to share it on the biggest stage.”

The six-second teaser certainly keeps us guessing, though the warm grade has the familiarity of last year’s ad. It opens to sounds of rustling undergrowth and clear whistlings of birdsong, the potato tops fluttering. There must be a rummager out of sight. Soon, a tiny hand emerges from the crops, fingers clasped around a potato, and a voice announces, “I got one!”

Whose hand you ask? We’ll just have to keep our eyes peeled.

Keep up with everything Super Bowl LX here.​