This spot shows the Navy’s role in protecting the U.S. against both physical and digital threats.
Entitled “Pin Map,” the work features red globes in the background of each shot that are later identified as “pins” – similar to the ones you would see on a map to “pinpoint” your location. The pins speak to the hundreds of locations you can currently find Navy personnel – whether it be a snowy mountain top, harsh desert, deep in the jungle, among the clouds or open sea. The spot’s intense music and locales showcase the complexity of what the Navy does and rounds out by stating “Around the world, around the clock. In defense in all we hold dear back home.”
Director/DP was Klaus Obermeyer.
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Credits
Client U.S. Navy Agency Lowe Campbell Ewald Curtis Melville, executive creative director; Eric Olis, creative director; Alan Majewski, associate creative director/art; Jeff Warner, associate creative director/copy; Clark Attebury, executive integrated producer; Dave Lockwood, group strategy director; Yvonne Hughes, account and experiential marketing manager; Helen Giles, director, national broadcast and video integration. Production Parachute VFX Klaus Obermeyer, director/DP; Lance O’Connor, exec producer. VFX Parachute VFX Sam O’Hare, designer. Graphics Burrows Christopher Wirth, designer/animator. Editorial Aerofilm Tony Gentile, editor; Patrick Knight, producer. Music/Sound Yessian Music, Detroit and Venice, Calif. Bill Wandel, composer; Gerald Smerek, producer; Dean Hovey, sound designer. Audio PostYessian Music, Detroit Scotty Gatteno, mixer.
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.
