Lay's is making a heartfelt return to the Super Bowl with a campaign that honors the farmers behind its popular potato chips.
Directed by Academy Award-winning filmmaker Taika Waititi famous for directing the "Thor" movies and starring in "Free Guy," the commercial shines the spotlight on the people who bring Lay's chips to life.
"The Little Farmer" also marks the PepsiCo-owned brand's first Big Game effort since 2022's "Golden Memories."
Airing during the third quarter of Super Bowl LIX, the commercial tells a touching story inspired by real farming families, including the Pavelskis of Heartland Farms.
Jeremie Pavelski, a fifth-generation farmer, helped shape the narrative, which mirrors his experience raising a young child with dreams of following in his footsteps.
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The spot also features cameos from real multigenerational farm families at the end, reinforcing the deep-rooted traditions in American agriculture.
In a statement, PepsiCo Foods North America SVP and GM Denise Truelove spoke about how the campaign highlights the passion and dedication behind each Lay's potato chip:
"Not only does this commercial celebrate the hard work of the farming families who cultivate the potatoes for Lay's, but it also reminds us of the profound connection we all share to the food we eat."
Beyond the ad, Lay's is backing its message with action.
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Through funding from PepsiCo and the PepsiCo Foundation, the brand is investing $1 million into programs supporting future farmers and agricultural leaders in partnership with the nonprofit Farm Foundation.
The initiative will provide scholarships for students pursuing agricultural degrees, as well as hands-on business and financial training.
It will also offer mentorship opportunities and access to a Young Farmer Toolkit featuring educational resources, grants, and financial planning tools.
The program is designed to ensure the next generation of farmers has the skills and support needed to succeed in an evolving agricultural landscape.
By celebrating the hard work of farming families and investing in the future of agriculture, Lay's reinforces its commitment to the people behind its products.
"The Little Farmer" not only tells a heartfelt story but also aligns with Lay’s brand purpose of supporting communities and sustaining the farms that make its chips possible.
Grown With Love
A one-minute spot opens on a rural farm, as a young girl gets left at home while her family goes out to work the fields.
Inspired by her family, she starts to nurture her own small potato crop, carefully tending to it through the seasons.
The cinematic commercial follows this journey, as she plants, waters, and protects the singular crop from the elements with unwavering determination.
As the harvest arrives, the child presents her one potato to her father, mirroring the pride and care that go into every Lay's chip.
The ad closes with a montage of real-life farming families, emphasizing the brand’s deep ties to its suppliers.
A longer three-minute cut expands on the story with extra details and scenes that add to the film's emotional and heartwarming mood.
Meanwhile, earlier this month, Doritos selected the winning entry to its famous "Crash the Super Bowl" contest, which returned after a 10-year hiatus.
