Created by BBDO New York, this Foot Locker spot titled “The Letter” stars Houston Rockets forward P.J. Tucker, singer and model Pia Mia, and actor JD McCrary as they fulfill what they believe to be a budding sneakerhead’s dreams of owning a coveted pair of Nike Air Max shoes–with a humorous twist.
It turns out the youngster is sending out what amounts to a form letter, feigning that he’s a deeply devoted fan in order to get the sneakers he covets. And towards that end, we see he’s been pretty successful.
Malik Vitthal of The Corner Shop directed “The Letter” which is running online and on television. The TV debut was during Thursday’s (6/20) coverage of the NBA draft.
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Credits
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Marcos Kotlhar, Danilo Boer, executive creative directors; Ray Smiling, creative director; Martins Zelcs, Bryan Stokely, associate creative directors; James Henderson, copywriter; David Rolfe, director of integrated production; Anthony Curti, group executive producer; Melissa Tifrere, executive producer; Lauren Callaghan, director of creative resources. Production The Corner Shop Malik Vitthal, director; Jay Shapiro, line producer; Anna Hashmi, exec producer; Isaiah Donte Lee, DP. Editorial Work Editorial Ben Jordan, editor; Audrey Weiner, assistant editor; Erica Thompson, exec producer; Weston Ver Steeg, producer. Finishing/VFX Blacksmith Jamie Scott, Flame; Yebin Ahn, assistant; Mikey Pehanich, colorist; Ashley Goodwin, producer; Charlotte Arnold, exec producer. Music JSM Jeff Fiorello, exec producer; Joel Simon, president/CEO. Audio Post Sonic Union Justine Cortale, Patrick Sullivan, post producers. Mike Marinelli, engineer.
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.
