THE LAST HARVEST

Lay's - Last Harvest (Super Bowl Commercial 2026) In Super Bowl LX on February 8, 2026, Lay's aired a two-part campaign that combined emotional storytelling with a high-speed logistics challenge. The 2026 campaign served as the launchpad for Lay's largest brand refresh in its history, focusing on "ingredient truth" by highlighting its agricultural roots. The campaign consisted of two distinct commercials: "Last Harvest" (The Emotional Story): A 60-second cinematic ad directed by Taika Waititi. It tells a multigenerational story of a father and daughter tending to a potato farm. The ad follows their journey through the years, ending with the father retiring and handing the farm keys to his daughter. The spot was inspired by the real-life Neumiller Farms in Illinois. "The Lay's Challenge" (The Activation): A 30-second interactive spot aired during the second half of the game. It featured a QR code mowed into a potato field, inviting the first 100,000 fans to sign up for a fresh bag of chips delivered from "potato to door" in 72 hours or less. If delivery failed to meet the window, fans were promised a year's supply of chips (24 bags). Credits: - Client: PepsiCo (PepsiCo Foods U.S.) - Brand: Lay's - Lead Creative Agency: Highdive - In-House Creative: D3 (specifically for "The Lay's Challenge") - Media Agency: OMD / Omnicom - Director: Taika Waititi (for "Last Harvest") - Production Partners: Hungry Man (production house) and Collide (fulfillment/kit production) - Song: "Somewhere Only We Know" (originally by Keane), covered by Walker Music - Audio Mix: Another Country - Philanthropic Partner: Farm Foundation and Practical Farmers of Iowa (as part of a $1 million investment in next-gen farmers)