Lay’s Super Bowl 2026: The Last Harvest
#1 ON CBS SPORTS
#2 USA TODAY AD METER
How do we shift the perception of Lay’s from factory made, mass-produced chips to field-raised, homegrown chips when 40% of Americans think Lay’s aren’t even made from real potatoes?
By telling a story that’s as unique to American potato farmers as it is universal to American Super Bowl viewers. The story of passing down your legacy, sharing lessons, a life, and all the memories you made during it. Working hard your whole life to make something, and passing all of that on to someone you love. For farm families across America, that something is Lays’ potatoes.
We worked with director Taika Waititi to bring this story to life, and it hit home with people when it aired. As much as I was advised not to check what people were saying online, the internet was actually pretty nice for once! Hey!
95% Positive sentiment
#2 SHARE OF VOICE IN-GAME
#3 national trending topic on x during the game
#5 New York Times Best Super Bowl Ads
4 STARS FROM AD AGE
70% OF TOTAL SUPER BOWL AD-DRIVEN ENGAGEMENT AMONG CPG SNACKS & CANDY BRANDS
Above: 3 minute longform spot
Below: 60 second game day spot
CREDITS
CCO: Mark Gross | GCDs: Chris Rose & Pat Seidel | ACD Art Director: Zeus Alvarez | Production Co: Hungry Man | Director: Taika Waititi | Editor: Tom Eagles