Lay’s is going BIG on potatoes at Super Bowl LX

Lay’s is heading back to the Super Bowl, this time with two new ads and an immersive fan activation that brings the potato chip story to life.

Fresh off Lay’s 2025 beloved Super Bowl spot, “The Little Farmer," and a global brand refresh, comes a brand-new commercial airing in the first half of the big game on Feb. 8.

Dubbed "Last Harvest,” the new emotionally driven ad follows a father-daughter potato farming duo as they pass down generations of potato harvesting knowledge, showcasing a true legacy in the agriculture community. Taika Waititi, the Academy Award–winning director behind “Jojo Rabbit,” “What We Do in the Shadows,” and two “Thor” films,   brought his signature storytelling style to this year’s Lay’s ad, just as he did with “The Little Farmer.”

Set against a moving rendition of “Somewhere Only We Know” (originally recorded by English rock band Keane), the spot weaves through heartfelt flashbacks, shining a light on the family-owned farms behind many of Lay’s potato chips. 

“Last Harvest” was inspired by Neumiller Farms in Illinois, a family farm PepsiCo has worked with for decades. It’s a third-generation potato and vegetable farm now run by father and daughter team Tom Neumiller and Katie Floming, who grow roughly 3,500 acres of potatoes annually. Their farm plays a vital role in the Lay’s story, with Tom now guiding Katie as she prepares to lead the farm’s next chapter.

 

Bring on the challenge

If “Last Harvest” tells the story about how a potato comes to life, then The Lay’s Challenge highlights just how quickly those potatoes become chips. The Lay’s Challenge – a limited-time fan activation – will be unveiled with a second Super Bowl spot that asks fans to get in on the action. 

On Super Bowl Sunday, while supplies last, fans can sign up via a code shown in the ad for a chance to get the freshest bag of Lay’s they’ve ever had on us – a bag that will go from potato to chip to door in 72 hours or less. If the bag does not make it in time, Lay’s will give consumers a year’s supply (24 bags). 

Whether they’re delivered to a consumer’s front door or a local store, Lay’s go from potato to bag in days. During peak harvest season, a bag of Lay’s could have been a potato underground only a few days prior.

Rooted in potatoes & the legacy of farming

Those farms and their potatoes are the heart of Lay’s. Across North America, more than 160 farms spanning nearly 100,000 acres grow some 4.1 billion pounds of potatoes that become our chips. They do it using regenerative agriculture practices that help keep those fields thriving. 

And with PepsiCo and the PepsiCo Foundation planning to invest more than $1 million in the United States over the next two years to help the next generation of farmers, it will help ensure farms like the Neumillers’ continue to thrive through peer-to-peer education, technical assistance, seed capital, and sustainable farming practices.