Gary Freedman of RESET directed this Super Bowl spot in which actor Chris Pratt is in training for his Michelob Ultra ad which is slated to debut during the Big Game telecast.
Turns out Pratt’s role isn’t quite what he thought–far from a spokesman and more in the background.
The comedy commercial was conceived by a creative team at FCB Chicago.
Client Michelob Ultra Agency FCB Chicago Liz Taylor, chief creative officer; Andy Kohman, Josh Hurley, VPs, creative directors; Nick Stoner, Nick Howard, associate creative directors; Will St. Clair, SVP, director of integrated production; Chris Wickman, executive producer. Production RESET Gary Freedman, director; Dave Morrison, managing director; Deannie O’Neil, exec producer; Jen Beitler, exec producer/bidding; JP Colombo, head of production; Andrew Travelstead, producer; Joe Willems, DP; Chris Gorak, production designer. Editorial Exile Kirk Baxter, editor; Remy Fox, producer. Cartel Leo Scott, editor; Lauren Blauweiss, partner/EP. Post VFX Lord + Thomas Clare Deady, sr. 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.
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