In partnership with Team USA, Delta Air Lines has unveiled a three-spot campaign–created by Wieden+Kennedy New York–that shows how the Olympic and Paralympic journey begins far before the starting gun.
Directed by Sam Brown of Imperial Woodpecker, the commercials–including this :60 titled “Altitude”–capture the highs and lows of Olympians and Paralympians along the long and winding road to the Milano Cortina 2026 Winter Games.
Making its TV premiere during the Olympic Opening Ceremonies, “Altitude” considers why Olympic and Paralympic athletes choose to train at high altitudes. “Commit to Fly” focuses on the significance of checking in for the flight to Milano Cortina, a moment confirming the monumental journey has begun. “What We Carry” shows the intangible experiences and support Team USA brings to the games. The spot was filmed from left to right using a conveyor belt motion to highlight that their cargo is more than luggage.
“The work had Olympic-level stakes, but we set out from the beginning to show stories that would resonate with what we all feel when we take a flight. At every stage of the process, even while shooting the most epic scenes of athletes flying through the air, we had those human elements in mind–the experiences that push us to grow, and the literal and metaphorical things we bring with us on every trip. We did deep dives into the stories of each athlete and their Olympic or Paralympic event to make their performances as genuine as possible,” said Jessica Sugerman, art director at Wieden+Kennedy New York.
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Credits
Client Delta Air Lines Agency Wieden+Kennedy (W+K) New York Marques Gartrell, Brandon Henderson, chief creative officers; Brad Philer, Rose Sacktor, Lillian O’Connor, creative directors; Stu Rubin, associate creative director; Sara Muchnick, copywriter; Jessica Sugerman, Peter Jostrand, art directors; Nick Setounski, head of production; Craig Keppler, executive producer; Bianca Cochran, sr. producer; Kennedi Woods, jr. producer; Donovan Triplett, strategy director; Aiden Million, sr. brand strategist; Mark Malloy, communications strategy director; Siddarth Subramaniam, sr. communications strategist; Sarah Hayes, social strategy director. Production Company Imperial Woodpecker Sam Brown, director; Doug Halbert, Charlie Cocuzza, exec producers; Mary Livingston, producer; Marlo Verdin, production supervisor; Autumn Durald Arkapaw, DP; Quito Cooksey, production designer; Lee Ann Jarvis, key costumer; Joe Carter, Jonathan McGarry, assistant directors. New Zealand Production Service Company Flying Fish. Editorial Trim Jamie Foord, Josh Mannox, editors. VFX Preymaker Angus Kneale, Verity Kneale, Melanie Wickham, Clairellen Wallin, Kendall Rotar, Jamie Scott, Paris Hall, Jongmoon Woo, Yashira Diaz, Byron Tofas, Nicholas Young, Kelley Harris, Helmut Fritsche, Marion Wilson, Nathan Anderson, Sue Jang, Wes Waldron, Jay Bandlish, Brandon Phillis, Paul Cardon, Ross Ochs, Ashley Madera, Bridgette Doran. Color Company 3 Tom Poole, colorist. Audio Post/Sound Design Wave Studios NY Aaron Reynolds, Austin Ferreira, sound design & mix; Eleni Giannopoulos, producer. Music Winslow Bright and Aaron Mercer for Premier Music Group, music supervision for “Altitude; Giosue Greco, original composition for “Altitude”
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.
