Lay’s wants to see those salty tears at the Super Bowl, and creatives are here to tell us whether they pulled out the tissues.
The chip brand’s first Super Bowl ad of the night is a 60-second commercial called “The Last Harvest.” Like last year’s “The Little Farmer,” the ad puts a spotlight on the farmers who bring Lay’s chips to life, creating an ad inspired by a real-life story.
The ad—directed by Academy Award-winner Taika Waititi and set to the song “Somewhere Only We Know”—focuses on the farm passing through generations, with a daughter taking over the family business for her dad.
When it comes to emotions, did the ad cook? Or could these spuds use a little more time in the oven? ADWEEK reached out to creatives to find out:
Omid Amidi, co-chief creative officer, McKinney:
Lay’s leaned into emotional storytelling rooted in brand heritage, proving that straightforward, human stories still travel when the craft is strong. Using a Keane song was a nice touch.
Doug Kamp, chief creative officer, Mower:
The 2025 Lay’s spot was one of my favorites, and the 2026 offering continues the farm-to-table narrative. As a girl dad myself, this spot hit close to home. And the passage of time trope hit deep. Far from the bite and smile insincerity of too many snack-aisle offerings, this narrative is built on quiet, earnest emotion. Treating farming, legacy, and shared values with reverence and affection while celebrating American agriculture and the dignity of work. I personally found the retirement scene disruptive to the intimacy of shared memories and intruding in buildup of the torch passing. But in the end, the sincere and empathic take on legacy, and passing something meaningful on, lands with an honesty that is rare amidst the hyper-entertainment lineup of Super Bowl ads.
Dave Damman, svp, chief creative officer, PETERMAYER:
Heartstrings and potato chips. I just never thought about those two together, especially when it comes to a potato farmer’s family. I watched the :60, and immediately cast this into familiar territory. A generational, somewhat heart felt passing of the torch story, with some expectedness and emotional manipulation. Hey, I’ve been there. But then I watched the extended cut. Wow. It hit me completely different. I really liked it. If you’re going to tell a lifelong, emotionally compelling and human story—and attach that to a brand such as Lay’s—then give it the precious time it needs. Again, I’ve been there—trying to get that amazing, longer format cut down to a :60, or worse, a :30—it’s painful. How much is 3 minutes of Super Bowl ad time? C’mon Lay’s, you can afford it. Well, there’s always the “at any length” award show category.
Dining and Cooking