Katie Sowers is a woman of firsts. She is not only the first woman to coach for the San Francisco 49ers, she is the first woman to coach in the NFL Playoffs, and on February 2, she will become the first woman to coach in the Super Bowl. Her story is empowering and inspiring for the next generation of girls and women, and for anybody who aspires to lead. But unlike Jackie Robinson, Billie Jean King, and other game-changing leaders in sports, too few people know Sowers’ story. That is why Microsoft and McCann New York worked with director Peter Berg of production house Film 47 to show Sowers telling her own story, from a backyard in Kansas City all the way to the pinnacle of the NFL, in a way that will inspire us all. And she will tell it in this commercial on the NFL’s biggest stage—the Super Bowl.
The Big Game spot is an extension of the “We All Win” campaign from 2019, which featured the line “When everybody plays, we all win.”
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Credits
Client Microsoft Agency McCann New York Sean Bryan, Tom Murphy, co-chief creative officers; Shayne Millington, EVP, global executive creative director; Dabo Che, creative director; Gabrielle Shirdan, Geoff Bentz, Nick Howell, VPs/creative directors; Nick Ciomperlik, Ricardo Munoz, David Perea, Nickie Thongton, associate creative directors; Chris Mitton, EVP, executive creative director; Michael Aimette, executive creative director; Ash Farr, EVP, global director, strategy and research; Jordan Berger, strategy director; Carolyn Johnson, SVP, head of integrated production; Rebecca Magner, Nina Roussarie, sr. producers; Morgan Edstrom, producer; Caroline Sollmann, art producer; Eric David Johnson, SVP, executive music producer. Production Film 47 Peter Berg, director; Helga Gruber, exec producer; Taylor Steadman, line producer; Vic Palumbo, president. Editorial No6/Rock Paper Scissors James Duffy, editor (No6); Frank Snider, Damion Clayton, editors (RPS). Post/VFX Method Studios NY Graham Dunglinson, exec producer; Hayley Wallach, Alyssa Giuliano, producers; Randie Swanberg, VFX supervisor/ECD; Margolit Steiner, Chihcheng Peng, Kevin Quinlan, Brandon Danowski, Yoshiko Hirata, Mark Woit, Matt Welch, Cecilie, Aaron Neitz, Pilan Lectez, VFX team; Steven Lee, AE animator. Color Company 3 LA Stefan Sonnenfeld, colorist; Gabriel Wakeman, sr. producer; Ashley McKim, exec producer. Music JSM Joel Simon, CEO/CCO/co-composer; Nathan Padgett, co-composer; Jeff Fiorello, VP/exec producer; Norm Felker, Andrew Manning, producers. Audio Sonic Union Rob Ballingall, audio engineer; Justine Cortale, exec producer; Patrick Sullivan, producer.
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.
