Lay's 2025 Super Bowl Ad Proves You Don't Need Celebs To Score A Touchdown

This year's Super Bowl ad lineup has featured a blitz of celebrity endorsements: Shania Twain singing a jingle for Coffee Mate, Shaboozey munching on Nerds Gummy Clusters, and Eugene Levy flaunting his famous eyebrows in honor of Little Caesars' new Crazy Puffs. With a poignant new spot created for the big game and directed by Taika Waititi, Lay's has proven that companies don't need to pay superstars for ads that touch the heart. Their commercial, "Little Farmer," is viewable on YouTube. It features a young girl, the daughter of potato farmers, tending her own tiny seedling and proudly handing over the potato it grows. In an email to Foodie, Lay's shared that the ad was inspired by the Pavelski family of Heartland Farms, one of the many family enterprises that grows potatoes for Lay's chips.

More than just providing an "aww" moment for folks munching crisps during the Super Bowl, the "Little Farmer" commercial kicks off an initiative by Lay's parent company PepsiCo and the PepsiCo Foundation to funnel $1 million into the Farm Foundation nonprofit. Farm Foundation's goal is to help "little farmers" like the ones in the ad enjoy training, mentorship, and educational tools to enrich the next generation of people making agriculture their lives' work.

Lay's commercial, "The Little Farmer," is scheduled to air during the third quarter of the Super Bowl. It's the chip company's first ad aired during the big game since 2022. Denise Truelove, SVP & GM of PepsiCo Foods North America, dubbed the spot "a heartfelt journey that highlights the passion and dedication behind every Lay's potato chip." No fewer than 100 family farms grow potatoes for Lay's, meaning that there is a homegrown story behind just about every bag. The collaboration between the Farm Foundation and PepsiCo will pledge money towards initiatives supporting what the Lay's email called "a strong and innovative future for American agriculture."

This includes scholarships for agricultural students at two- and four-year universities, business development education, mentorship programs with experienced participants in the agricultural industry, and a Young Farmer Toolkit packed with resources for the smallest farming enthusiasts. While you are welling up at the cutie-patootie in the Lay's commercial, you'll be reminded that families just like hers are working hard day by day to create the food you enjoy, including Lay's potato chips.