Lay’s is returning to the Super Bowl spotlight in 2026 with an ambitious creative strategy that blends heartfelt storytelling with an interactive consumer experience. The iconic snack brand has unveiled plans for two separate commercials during the Big Game, each designed to highlight the central role of potatoes and the farmers who grow them.
At the heart of the campaign is a 60-second film titled Last Harvest, scheduled to air in the first half of the broadcast. Directed by acclaimed filmmaker Taika Waititi and produced through Hungryman in collaboration with creative agency Highdive, the spot takes a cinematic approach to celebrating the multi-generational partnerships that sustain the Lay’s brand.
Rather than relying on celebrity appearances or high-energy spectacle, the commercial focuses on a simple but powerful narrative. It follows a father and daughter as they walk through their family farm, reflecting on years of shared work and memories before the younger generation prepares to take over. Flashbacks weave through the story, underscoring themes of legacy, tradition, and continuity. The emotional tone is reinforced by a new rendition of Keane’s song Somewhere Only We Know.
Lay’s describes the film as a tribute to the people behind the product. “Farmers are our celebrities,” the brand stated in connection with the campaign. The message draws inspiration from real-life growers Tom Nueliller and Katie Floming, who manage a third-generation vegetable farm in Illinois. Their story mirrors that of more than 100 farms across North America that supply the potatoes used in Lay’s chips.
Highdive co-founder Mark Gross explained the creative direction behind the project. According to him, the team deliberately avoided the loud, flashy approach often associated with Super Bowl advertising. “We wanted to find the quiet power in a story that has been unfolding on family farms for generations,” he said. Working with Taika Waititi again allowed the campaign to capture authenticity and emotional depth, he added.
Complementing the emotional film is a second commercial with a completely different focus. Titled The Lay’s Challenge, this spot is spearheaded by PepsiCo Foods’ internal creative agency, D3. While details remain partially under wraps, the concept centers on a real-time consumer activation that will unfold during the second half of the game.
Viewers will be invited to scan a QR code displayed on screen, enabling them to register for a special delivery of freshly produced Lay’s chips. The brand promises that participating consumers can receive a bag of chips within 72 hours of harvest. If the delivery arrives even one minute late, eligible participants will be rewarded with a full year’s supply of Lay’s products.
The initiative is designed to demonstrate the efficiency of Lay’s supply chain and the speed at which potatoes are transformed into finished snacks. Chris Bellinger, chief creative officer at PepsiCo Foods US, described the concept as more than a marketing stunt. “This challenge proves just how fast these chips can move,” he said, emphasizing the freshness and accessibility that have helped make Lay’s a household name.
Beyond the advertising campaign, PepsiCo is also using the moment to reinforce its broader commitment to agriculture. Over the next two years, the company and the Pepsi Foundation plan to invest more than $1 million in programs supporting the next generation of American farmers. The initiative will include partnerships with organizations such as the Farm Foundation and Practical Farmers of Iowa, focusing on education, technical support, seed funding, and sustainable farming practices.
By combining an emotionally resonant tribute to growers with a tech-driven consumer experience, Lay’s aims to deliver a Super Bowl presence that stands out for both authenticity and innovation. The dual approach reflects a brand seeking not only to entertain viewers, but also to deepen its connection with the people and communities that make its products possible.
