Lay’s Doubles Up with Two Super Bowl Ads
This Super Bowl Lay’s will have not one, but two ads, as well as a fan experience – all paying homage to the humble potato.
Following last year’s spot, ‘The Little Farmer’, and a global brand refresh, the new 60-second ‘Last Harvest’ ad will air during the first half of the Big Game. Since Lay’s dropped the six-second teaser, we’ve been holding out hope it would provide the emotional goods, and it hasn’t disappointed. Directed by Taika Waititi via hungryman and created in partnership with Highdive, the film is a cinematic tribute to the family farms Lay’s has partnered with for generations.
The story follows a father and daughter who explore the farm together one last time before the father hands down the ropes and legacy. The moving spot is littered with flashbacks from times past and accompanied by a rendition of Keane’s ‘Somewhere Only We Know’.
“Farmers are our celebs!” said the brand. “We are endlessly inspired by the real stories of farmers.” Inspired by real father and daughter Tom Nueliller and Katie Floming, who run a third-generation vegetable farm in Illinois, the tribute recognises that the chip brand wouldn’t exist if it weren't for the 100-plus North American farms that supply potatoes for Lay’s.
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 ad, ‘The Lay’s Challenge’, is led by PepsiCo Foods’ in-house creative agency, D3. The teaser script notes the two-ad Super Bowl plan, adding, “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…”
During the Big Game, fans are advised to keep their eyes peeled for the spot during the second half. They can scan the code shown on screen to sign up for a fresh bag delivered from potato bag to door in 72 hours or less. If they arrive even a minute late, eligible consumers will get a year’s supply of Lay’s (24 bags). The fan-first activation is designed to prove just how quickly potatoes become Lay’s chips.
For Chris Bellinger, chief creative officer at PepsiCO Foods Us, the challenge “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.”
Over the next two years, PepsiCo and the Pepsi Foundation have plans to invest more than $1 million in the US to help the next generation of farmers. This is set to materialise through partnerships with Farm Foundation and Practical Farmers of Iowa with a focus on peer-to-peer education, technical assistance, seed capital, and sustainable farming practices.
Keep up with everything Super Bowl LX here.
