The Ad Council and the Department of Veterans Affairs have launched “Don’t Wait. Reach Out,” a national campaign encouraging struggling combat veterans to seek support before their challenges become overwhelming.
Created by TBWAChiatDay New York, “Don’t Wait. Reach Out” was informed by extensive research with veterans. And depicting a diverse range of veterans, all actors are portrayed by real vets and through casting nearly every branch of service is represented.
This centerpiece PSA, “Boil,” was directed by Jovan Todorovic of Anonymous Content.
REGISTRATION REQUIRED to access this page.
Already registered?
LOGIN
Don't have an account?
REGISTER
Registration is FREE and FAST.
The limited access duration has come to an end. (Access was allowed until: 2021-10-30)
Credits
Client Ad Council/Department of Veterans Affairs Agency TBWAChiatDay New York Chris Beresford-Hill, chief creative officer; Ricard Valero, executive creative director; Lauren Byers, art director; Wes Rhodes, associate copywriter; John Doris, head of production; Chris Klein, executive producer; Jessica Fiore, sr. integrated producer; Jennifer Kung, strategy director; Kate Fallon, strategist; James Sowden, chief strategy officer. Production Anonymous Content Jovan Todorovic, director; Eric Stern, managing director; SueEllen Clair, exec producer; Kerry Haynie, head of production; Laura Miller, producer. Editorial Uppercut Milenz Z. Petrovic, editor; Lisa Houck, managing director; Nicholas Markus, producer; Devin Steven, assistant editor. Grading The Mill Mikey Rossiter, colorist; Claudia Gaspar, 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.
