Partnership to End Addiction has launched a campaign emphasizing the importance of personal connection in addressing our nation’s drug and alcohol addiction crisis. The “Start with Connection” campaign from agency DiMassimo Goldstein features a 3D-animated series of ads, including this piece in which parents are urged to reduce the emotional distance between them and their kids as a means to help combat substance abuse. The public service work is driven in part by the song “Salt and the Sea” by twice Grammy-nominated band The Lumineers.
“The loneliness and isolation of the pandemic are exacerbating the addiction crisis at an alarming rate,” said Emily Moyer, chief marketing officer at Partnership to End Addiction. “While everyone is talking about physical distancing and wearing masks, we are encouraging family members to begin closing emotional distance in the home.”
Bonfire served as the VFX and animation studio.
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Credits
Client Partnership to End Addiction Agency DiMassimo Goldstein Mark DiMassimo, creative chief; Paul Fix, executive creative director; Chris Martin, creative director; Claudia Mark, head of design/creative director; Katheryn Renfroe, associate creative director/art director; Trevor Hickey, associate creative director/writer; Ernest Chan, jr. art director; Matt Peters, associate design director; Karen Tomlin, director of integrated production; Quentin Webb, studio director. VFX Bonfire, New York Aron Baxter, creative director; Brendan O’Neill, co-creative director; Jason Mayo, managing director; Tierney Farrell, sr. producer. CG Partner (Juice) Hanna Czyzewski, art director; Jakub Wrzalik, supervisor; Olga Rabiecka, producer. (Toolbox: Unreal, Quixel, Megascans, Maya, Flame, After Effects, Premier Pro, Photoshop, Illustrator) Music Supervision & Sound Design JSM Music Joel Simon, chief creative officer/CEO; Jeff Fiorello, VP/exec producer; Nathan Kil, sound design. Music “Salt and the Sea” by The Lumineers
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.
