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.
A new regional campaign for Old National Bank from its longtime agency, Chicago-based Schafer Condon Carter, includes this “Bubble Wrap” spot which features a customer so obsessed with protection she arrives cloaked head-to-toe in bubble wrap only to find Old National Bank’s fraud protection and financial strategies already have her covered.
Jeff Tomsic directed the :30 via Community Films, part of a package of commercials with a comedic touch yet keeping in line with the longstanding “Get Old” premise, underscoring the experience of the bank as a virtue, helping to build reliability and a bond of trust with customers.
“Old National Bank isn’t just inviting customers to ‘Get Old.’ It’s making the case for why staying power matters,” said Craig Miller, chief creative officer at Schafer Condon Carter. “The campaign is rooted in the belief that trust compounds over time and that consistency is a competitive advantage. We’re creating work that entertains, but what truly resonates is the promise underneath: that banking should feel steady, personal and built to last. That belief shapes not only the story we tell but also how we tell it. We’ve worked with the same production partners year after year because that level of consistency matters.”
The new work will run regionally beginning this week in the bank’s core markets of Chicago, Indianapolis, Minneapolis and Nashville, as well as its expansion markets of Detroit, Grand Rapids, Louisville, Lexington, Milwaukee and St. Louis.
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