Lay’s is returning to the Super Bowl for the second year in a row, and the brand is once again leaning into emotional storytelling rooted in the farm.
Chris Bellinger, Chief Creative Officer of PepsiCo Foods U.S., shared the news on LinkedIn, teasing “big smiles, some happy tears, and a story straight from the heartland,” adding, “This one is going to be special.”
Ahead of Super Bowl 60, Lay’s released a six-second teaser showing a hand emerging from a field holding a single potato. The brand is keeping details intentionally vague, inviting viewers to wonder whose hand is holding the spud until the full ad is revealed.
According to PepsiCo Foods U.S. CMO Hernán Tantardini, the Super Bowl spot ties into the brand’s largest refresh to date. “We’re taking fans back to the farm with Last Harvest to show what makes America’s favorite chip so special,” he said.
The upcoming ad follows last year’s The Little Farmer, directed by Taika Waititi, which highlighted one of Lay’s more than 100 farms across the U.S. and Canada and struck a chord with audiences through its heartfelt, farm-to-chip narrative.
Check out the teaser…
