At the 2026 Detroit Auto Show (North American International Auto Show) in January, Ford and the National Association for Search and Rescue (NASAR) announced the launch of Bronco “Answer the Call.” This initiative aims to identify and donate fully equipped Ford Broncos to deserving, under-resourced search-and-rescue organizations across the United States.
As more people head into the wild and weather becomes more extreme, search & rescue teams are facing tougher, higher-risk missions. When lives are on the line, they need vehicles tested to the extreme. Wieden+Kennedy New York partnered closely with Ford to show that the brand doesn’t just talk about capability–it lives it. Building on Ford’s “Ready Set Ford” platform, the campaign highlights what human capability can achieve in extreme circumstances.
To authentically capture that work, W+K embedded with a search & rescue unit in Utah for three days and four real rescue missions, inspiring this film titled “Help Is On The Way.” Directed by John Hillcoat of production company Skunk, the film shines a light on the skill, dedication, and life-saving work of search & rescue teams.
Search & rescue organizations can apply for the “Answer the Call” grant program at NASAR.org through Feb 28. Teams operating in diverse and extreme terrains will be prioritized, where Bronco’s off-road capability can make a tangible difference.
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Credits
Client Ford Motor Company Agency Wieden+Kennedy (W+K) New York Stuart Jennings, Matt Mulvey, global executive creative directors; Jake Thompson, creative director; Max Cohn, copywriter; Joe Jones, art director; Henry Jinings, design director; Nick Setounski, global head of production; Jessica Griffeth, global executive producer; Kiara Hidalgo, sr. producer; Alix Toothman, global executive strategy director; Alex Danks, brand strategy director, U.S.; Ned Hodge, brand strategy director; Clark Cofer, communications strategy director; Carly Lissak, sr. communications strategist; Kathryn Miller, social strategy director; Syd Hutnik, sr. social strategist. Production Company Skunk John Hillcoat, director; Matt Factor, Shelly Townsend, exec producers; Rob Daloisio, head of production; Aris McGarry, producer; Allen Putney, production supervisor; Paul Meyers, DP; Steve Danton, 1st AD; Jeff Mann, production designer. Editorial Arts Academy Tommy Harden, editor; Edwina Lantigua, post producer; Carolina Padilla Towery, exec producer; Kris Faris, editorial assistant & social editor; Madi Emenheiser, loading/support AE. VFX Preymaker Angus Kneale, Verity Grantham, Melanie Wickham, Rob Petrie, Luis Martin, Nirad “Bugs” Russell, Jess Ivy, Pedro Santos, Brandon Phillis, Paul Cardon, Ross Ochs. Telecine Color Collective Alex Bickel, colorist; Claudia Guevara, exec producer; Kyungchan Min, color assistant. Music Walker Sara Matarazzo, managing director; Stephanie Pigott, sr. exec producer; Danielle Soury, sr. producer. Audio Post/Sound Design Sonic Union Rob Ballingall, Julienne Guffain, sound design/mix engineers; Justine Cortale, mix producer; Graham Carpenter, assistant engineer.
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.
