This film for Procter & Gamble and the My Black Is Beautiful initiative features different African-American parents having “The Talk” with their kids about racial bias and how it can make life more difficult–and at times even more dangerous.
In one of this piece’s most poignant moments, a girl behind the wheel of a car insists she’s a good driver and her mom doesn’t need to tell her what to do if she gets pulled over. The girl has no intention of getting pulled over because she obeys the speed limit and the rules of the road. Mom doesn’t doubt that but she has to explain to her daughter, “This is not about getting a ticket. This is about you not coming home.”
The My Black Is Beautiful campaign is designed to spark a conversation about racial bias. Malik Vitthal of The Corner Shop directed “The Talk” for BBDO New York, with support from minority-certified consulting firm Egami Consulting Group.
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Credits
Client Procter & Gamble My Black is Beautiful Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Marcel Yunes, Rick Williams, creative directors; Nedal Ahmed, associate creative director/copywriter; Bryan Barnes, associate creative director/art director; David Rolfe, director of integrated production; Dan Blaney, executive producer; Whitney Collins, sr. producer; Melissa Chester, executive music producer. Production The Corner Shop Malik Vitthal, director; Anna Hashmi, exec producer; Lasse Frank, DP; Wynn Thomas, production designer; Isis Mussenden, costume designer; Jessica Miller, producer/head of production; Stephen Love, Blake Pickens, line producers. Editorial Work Editorial Rich Orrick, lead editor; Theo Mercado, editor; Jamie Lynn Perritt, producer; Erica Thompson, exec producer. VFX The Mill NY Jeff Robins, 2D lead; Sophie Mitchell, producer; Rachael Trillo, exec producer. Music Pulse Music NY Julia Piker, composer; Dan Kuby, composer/exec producer; Steve Grywalski, producer. Sound Design Trinite Studios Brian Emrich, sound designer. Audio Post Heard City Phil Loeb, Keith Reynaud, mixers; Sasha Awn, Andi Lewis, Jackie James, producers; Gloria Pitagorsky, managing director. Color Company 3 Clare Movshon, Alex Lubrano, producers; Sofie Borup, colorist. Multicultural Strategic Communications Egami Consulting Group
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.
