As part of its sponsorship of the U.S. Open, Chase has launched a powerful and inspiring commercial featuring Serena Williams, which champions her making the most of her next chapter as a mother and legendary athlete. While many have called this her comeback, Williams wants the world to know that motherhood is something that she and mothers all over draw strength and motivation from.
Directed by Martin De Thurah of Epoch for Droga5 NY, the film explores the duality of Williams–a woman who is simultaneously a nurturing mother and a ferocious athletic opponent. In the film, we see her going from nursery to practice court – reciting the lyrics of the LL Cool J classic “Mama Said Knock You Out.” It’s both motivation for herself and a message of empowerment for mothers of all backgrounds and stages.
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Credits
Client Chase Bank Agency Droga5 NY David Droga, creative chairman; Neil Heymann, chief creative officer; Lauren Costa, group creative director; Jake Shaw, Ash Tavassoli, creative directors; Nedal Ahmed, sr. copywriter; Julia Melograna, sr. art director; Jason Severs, chief design officer; Anna Fine, design director; Andrew Diemer, Kelsey Lynch, designer; Sally-Ann Dale, chief creation officer. Production Epoch Martin de Thurah, director; Monika Lenczewska, DP; Melissa Culligan, exec producer; Leah Allina, line producer. Editorial Exile NY Shane Reid, editor; Sasha Hirschfeld, exec producer; Evyn Bruce, head of production; Cutler Gray, assistant editor; Lauren Pullano, Dale Nicholls, producers. Postproduction Method Randie Swanberg, Flame lead/CD; Sofie Borup, colorist; Angela Lupo, Adrienne Mitchell, exec producers; Tsiliana Jolson, sr. supervising producer; Camera Edwards, VFX coordinator; Suzanne Dyer, Chris Hunt, Ed Lopez, Glen Bennett, Flame artists; David Piombino, 2D comp supervisor; Scott Minter, 2D/Nuke compositor. Music LL Cool J, Song: “Mama Said Knock You Out” Sound Q Department, NY re-orchestration & remastering; sound design. Audio Post Digital Arts NY Josh Heilbronner, mixer. Graphics Production Second Child Lisa Bishai, quality control manager; Virginia Vargas, graphics studio manager; Nereida Valles, graphics studio coordinator; Joseph Barrile, production artist.
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.
