Though it’s been in the works for some time, this Budweiser spot titled “Born the Hard Way” from agency Anomaly NY is much more topical than originally anticipated, telling the story of an immigrant who endures adversity and bullying upon his arrival in the U.S. but ultimately makes good.
The immigrant is none other than Anheuser-Busch co-founder Adolphus Busch who perseveres but holds onto his dreams, which become reality once he teams with fellow immigrant Eberhard Anheuser.
Client Anheuser-Busch/Budweiser Agency Anomaly New York Production Anonymous Content Chris Sargent, director.
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.
Titled “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. Academy Award winner (Jojo Rabbit) Taika Waititi directed “Last Harvest” via production house Hungry Man for agencies Highdive and Frito-Lay in-house shop D3. Waititi 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), “Last Harvest” 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 that Lay’s parent 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 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.
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