Lay’s Super Bowl 2025 Commercial: Taika Waititi Celebrates a Little Farmer’s Big Dreams
Lay’s is returning to the Super Bowl spotlight in 2025 with a heartwarming campaign titled “The Little Farmer.” Directed by Academy Award-winning filmmaker Taika Waititi, this 60-second ad—set to air during the third quarter—tells the moving story of a young girl who follows her dream of contributing to her family’s farm and, ultimately, helping to provide real potatoes for Lay’s iconic chips. Beyond its emotional resonance, “The Little Farmer” continues Lay’s mission of shining a national spotlight on hardworking American farmers.
A Touching Tale, Inspired by Real Farming Families
The commercial draws direct inspiration from the Pavelski family of Heartland Farms, where Jeremie Pavelski is a fifth-generation farmer raising a future “little farmer” of his own. The ad begins with a small potato falling off a truck—a simple moment that triggers a young girl’s determination to nurture it. She plants, waters, and guards her budding spud, tirelessly caring for it until she sends it off with pride to become part of Lay’s supply chain. The climactic scene shows real-life farming families, reminding viewers that over 50 of Lay’s 100+ farms are family-owned—some passing the torch from generation to generation.
Two Versions: Where and How to Watch
For Super Bowl LIX, Lay’s will run a 60-second cut during the game’s third quarter. However, fans can also look forward to a 3-minute extended version of “The Little Farmer.” This longer format provides a deeper dive into the Pavelski family’s story—and offers more glimpses into the day-to-day realities of multigenerational farming. Whether viewers catch the abbreviated or extended cut, the overarching message remains the same: behind every Lay’s chip lies a journey of dedication, care, and community.
Why Lay’s Is Taking a Heartfelt Approach This Year
While many Super Bowl spots lean on humor or celebrity cameos (think: Uber Eats with Matthew McConaughey or Stella Artois pairing David Beckham with Matt Damon), Lay’s is connecting with audiences in a different way. By focusing on the people and places that make each bag possible, Lay’s delivers an emotional narrative that emphasizes authenticity. As Taika Waititi’s cinematic flair captures both the grit and charm of rural America, viewers are left with a renewed appreciation for the source of their favorite snacks.
Supporting the Future of American Farms
In conjunction with the commercial, Lay’s is committing $1 million—through funding from PepsiCo and the PepsiCo Foundation—to the nonprofit Farm Foundation. This donation will help expand scholarship programs, financial training, and access to digital tools for rising farmers across the nation. The goal is to nurture and support future generations in agriculture, ensuring that family farms remain a vital part of American communities.
Addressing Recent Challenges
Lay’s has faced its own share of headlines following an FDA recall. Rather than shying away from attention, the brand is using Super Bowl Sunday to underscore a commitment to quality and safety. “The Little Farmer” doesn’t ignore real-world challenges but offers reassurance: Lay’s chips come from real potatoes grown by real families. The commercial’s final frames read, “Real potatoes grown on family farms across America,” leaving viewers with a sense of trust and connection.
