Taika Waititi, the Academy Award-winning director known for Jojo Rabbit, returns with a new commercial for Lay’s titled Last Harvest, set to air during the first half of the Super Bowl on February 8, 2025. This poignant advertisement focuses on the multigenerational potato farming legacy of a father-daughter duo, bringing attention to the authentic agricultural roots behind Lay’s potato chips while continuing the storytelling style Waititi established with last year’s acclaimed spot, The Little Farmer.
The Taika Waititi Lay’s Spot draws inspiration from real-life Neumiller Farms in Illinois, a third-generation family vegetable and potato farm run by Tom Neumiller and his daughter Katie Floming. Their story centers on the passing of farming wisdom across generations and the preparation of Katie to lead the farm’s future. Lay’s parent company, PepsiCo, has a longstanding partnership with Neumiller Farms, cultivating around 3,500 acres of potatoes annually for Lay’s products.
Storytelling Through Music and Visual Flashbacks to Showcase Farming Heritage
Last Harvest unfolds alongside a moving cover of the song Somewhere Only We Know, originally by English rock band Keane, adding emotional depth through nostalgic and heartfelt flashbacks. The ad captures moments of passing knowledge between father and daughter while shedding light on family farms underpinning much of Lay’s supply chain. This narrative aims to deepen consumer connection by highlighting the real people and heritage involved in producing Lay’s popular snack.
The commercial was produced by Hungry Man and coordinated through Frito-Lay’s in-house agency D3 along with creative agency Highdive. Key creative and production team members include Katheryn Renfroe (Creative Director at D3), Mark Gross and Chad Broude (Co-Founders and Chief Creative Officers at Highdive), and various executive producers and creative directors who contributed to bringing the project to life. The production was overseen locally by Finch Productions, with Bex Kelley as executive producer and Sarah Cook as line producer. Director of photography Mike Berlucchi handled cinematography, ensuring the rich visuals matched the ad’s emotional tone.
Extensive Collaborative Effort Behind the Scenes Enhances the Ad’s Impact
The team behind Last Harvest spans multiple disciplines, including music supervision by Gabe McDonough and others at Music & Strategy, with Walker Music managing song clearance. The cover of Somewhere Only We Know was orchestrated by Walker Music to evoke the intimate and reflective mood fitting the ad’s theme.
Editing was carried out by MakeMake Edit with Tom Eagles as editor and Eve Kornblum serving as managing director. Color grading by Royal Muster’s Roslyn Di Sisto and her team helped create the warm, nostalgic visuals, while the VFX and finishing touches were led creatively by Tim Rudgard of Parliament. Sound design and mixing were produced by Another Country Studios, with Peter Erazmus as sound designer and mixer, adding an immersive auditory layer to the storytelling.
Farm Legacy Symbolizes The Heart Behind Lay’s Products
The advertisement positions the Neumiller family farm’s heritage as a symbol of Lay’s commitment to quality and its connection to American agriculture. The passing of knowledge from father to daughter embodies not only tradition but also progression, as Katie Floming represents the new generation poised to cultivate the farm’s future. This narrative humanizes the brand and emphasizes the authentic origins of the ingredients used in Lay’s chips.
By focusing on this genuine family farming legacy, Lay’s is reinforcing its brand story to resonate with consumers who value heritage and sustainability in agriculture. The ad’s emotional pull, supported by Waititi’s distinct directorial voice and a strong musical backdrop, creates a compelling appeal during the high-profile Super Bowl event.
Broader Context: Lay’s Brand Evolution and Marketing Strategy
Following a global brand refresh and the success of last year’s The Little Farmer campaign, Lay’s continues to emphasize storytelling that connects at a personal and community level. Last Harvest represents an extension of this effort, spotlighting the people and farms that are essential to the brand’s identity. The campaign seeks to strengthen consumer trust and loyalty by illustrating the relationship between the product and its agricultural roots.
Leveraging the wide reach and significance of the Super Bowl, Lay’s aims to capture audience attention with a message that juxtaposes the modern snack brand with its humble, hands-on farming origins. The advertisement underscores Lay’s dedication to supporting family farms like Neumiller Farms, which have been part of its supply chain for decades, ensuring quality and sustainability.
Significance of the Ad and Anticipated Audience Response
The Taika Waititi Lay’s Spot is not only an artistic achievement but also a strategic move in Lay’s competitive snack market position. By inviting viewers into an intimate story about farming heritage, Lay’s presents itself as a brand rooted in tradition while evolving with new leadership and values. The collaboration with a distinctive filmmaker like Taika Waititi amplifies this narrative, offering both emotional resonance and cultural relevance.
As the commercial airs during one of the most-watched television events globally, it is expected to engage a broad audience, attracting consumers who appreciate authenticity, family values, and quality in food production. The ad’s mix of nostalgic music, visual storytelling, and focus on legacy aims to leave a memorable impression, strengthening Lay’s identity in a crowded marketplace.
Following the Super Bowl debut, Lay’s may continue to build on this storytelling approach in future campaigns, reinforcing its commitment to sustainability and family farming. This could open further opportunities to feature other farming partners and deepen consumer engagement through authentic narratives that connect product and provenance.
