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.
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Credits
Client Lay’s Agency D3 (Frito-Lay’s in-house shop) Katheryn Renfroe, creative director. Agency Highdive mark Gross, Chad Broude, chief creative officers & co-founders; Nimisha Jain, chief strategy officer; Pat Seidel, Chris Rose, group creative directors; Zeus Alvarez, Kate Sheehan, associate creative directors; Jen Passaniti, head of production; Adam Battista, executive producer; Serena Lignel, sr. producer; Erin Wong, group strategy director. Production Hungry Man Taika Waititi, director; Kim Dellara, Caleb Dewart, exec producer/managing partner; Matt Lefebvre, exec producer/partner; Franchesca McDowell, exec producer; Marian Harkness, head of production; Tina Bell Densmore, producer; Mike Berlucchi, DP. Local Service Company Finch Productions Bex Kelley, exec producer; Sarah Cook, line producer. Music Supervision Music & Strategy Gabe McDonough, music supervisor/partner; Lisa McGuire, Nora Dabdoub, music supervisors/sr. producers. Music Clearance Walker Sara Matarazzo, managing director; Stephanie Pigott, sr. exec producer; Dottie Scharr, exec producer; Danielle Soury, sr. producer. Song: “Somewhere Only We Know,” written by Rice-Oxley/Chaplin/Hughes; Cover by Walker Music. Editorial MakeMake Edit Tom Eagles, editor; Eve Kornblum, managing director; Shada Shariatzadeh, Dre Krichevsky, Meagen Carroll, exec producers; Dani DuHadway Spagnoli, head of production; Janae Abraham, producer; Jonatas da Silva, assistant editor. Color Royal Muster Roslyn Di Sisto, colorist; Celene Curlee, Abby Dougherty, color assist; Thatcher Peterson, exec producer; Diane Valera, head of production/producer; Esli Israel, associate producer. VFX & Finish Parliament Tim Rudgard, creative lead; Lenz Kol, Nuke compositor; Kat Maidment, exec producer; David Ziek, producer; Emma Fleischmann, production coordinator. Sound Design & Mix Another Country Studios; Peter Erazmus, sound designer/mixer; Brett Rossiter, audio assistant; Louise Rider, exec producer; Josh Hunnicutt, producer; Tom Konn, managing director.
Volkswagen of America’s latest campaign invites a new generation to embrace individuality, curiosity, and saying yes when opportunity calls. The campaign, created in collaboration with Volkswagen’s creative ad agency Johannes Leonardo launches today with this 90-second film entitled “The Great Invitation: Drivers wanted.” A 30-second version of the spot will air during the second half of the Super Bowl on NBC and the Spanish-language broadcast on Telemundo.
Set to a classic early ‘90s hip hop anthem, the film moves with the irreverent, infectious energy that has always defined longstanding “Drivers wanted” campaign. The 1992 track serves as another layer to Volkswagen’s invitation, urging a new generation of people to jump in, say yes, and move through life with intention. It’s a knowing nod to the original era of ‘Drivers wanted,’ reintroduced for a new audience with the same spirit and energy.
The spot was directed by Leigh Powis of ProdCo, whose kinetic and authentic approach captured the fresh energy of Volkswagen’s evolved brand direction. Shot on location in Houston, Texas, the film is rooted in Volkswagen’s long-held belief that driving is about much more than getting from point A to point B.
Throughout the campaign, viewers encounter a series of invitations--a group of friends inviting their friend to dance in the rain, a dust-covered Golf GTI with “call me” scrawled beneath a phone number. These moments capture the spirit of saying yes--a declaration that echoes the original campaign’s mission to invite young consumers to blaze their own trails and drive culture forward.
