Good Behavior’s Pete Marquis has directed the latest Supercell Hay Day campaign featuring actor and longtime Hay Day player Lance Bass, who uses puppets to introduce “Grow Together.” This new Hay Day initiative is an in-game collaboration with a Neighborhood Nurture Event that rewards players for joining forces rather than farming alone. If enough players hit milestones, Hay Day will fund the planting of thousands of trees with the Rainforest Alliance. The campaign was created by Mischief @ No Fixed Address.
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Credits
Client Supercell Hay Day Agency Mischief @ No Fixed Address Greg Hahn, chief creative officer; Bianca Guimaraes, executive creative director & partner; Hunter Fine, group creative director; Will Dempster, EVP, production; Tati Lanier, sr. producer; Sophia Ortiz, producer; Kerry McKibbin, president & partner. Production Company Good Behavior Pete Marquis, director; Victoria Guenier, Pete Marquis, Adam Lawson, exec producers; Ashley Krick, production supervisor; Joe Shaver, production coordinator; Zach Voytas, DP. Editorial Work Digital Annie Perri, editor.
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.
