The Little Farmer
 Scene from the commercial | |
| Client | Lay's |
|---|---|
| Language | English |
| Running time | 03:00 |
| Directed by | Taika Waititi |
| Music by | "All I Want Is You" by Barry Louis Polisar |
| Produced by | Highdive |
| Country | United States |
The Little Farmer is an advertisement created by Highdive and produced for Lay's for Super Bowl LIX. The advertisement follows a family, particularly the daughter, that farms potatoes. It follows a theme of authenticity in an attempt to connect Lay's to family farms.
Content
[edit]The advertisement is inspired by a daughter and her fifth-generation farming family in Wisconsin that produces potatoes for Lay's.[1] The Little Farmer follows a fictionalized version of DeLee Parker's life, a girl from St. Johns County, Florida.[2] The advertisement opens with a girl chasing a tractor before a potato falls off of it. The girl then cares for the potato and harvests it before putting it into a Lay's truck.[3] There is no dialogue in the commercial.[4]
Production
[edit]The Little Farmer was directed by Taika Waititi and created by Highdive.[1] A cover of "All I Want Is You" by Barry Louis Polisar plays throughout the commercial sung by Caroline Says.[2][4]
Reception
[edit]Colin Costello writing for Reel Chicago noted that the advertisement felt authentic and commented that the tagline "drives that home in a way that feels genuine rather than forced."[2] Brian Steinberg for Variety noted the lack of "sophomoric jokes" or nostalgia.[5]
Impact
[edit]Following the Little Farmer, Lay's would announce a marketing campaign focusing on the sourcing of the ingredients of their chips. This decision would be influenced by consumers demanding more transparent and healthier ingredients.[6]
References
[edit]- ^ a b "Lay's Super Bowl commercial 2025: Heartwarming ad celebrates family farmers". Ad Meter. USA Today. November 25, 2025. Retrieved November 26, 2025.
- ^ a b c Costello, Colin (February 10, 2025). "Lay's "The Little Farmer" is the standout Super Bowl spot from Chicago". Reel Chicago News. Retrieved November 26, 2025.
- ^ Kiel, Jennifer (February 28, 2025). "Lay's Super Bowl ad modeled after 'little farmer'". Farm Progress. Retrieved November 26, 2025.
- ^ a b Uhlig, Keith. "Potato farmers with deep history in Central Wisconsin inspire Lay's Super Bowl ad". The Post-Crescent. Retrieved November 26, 2025.
- ^ Steinberg, Brian (February 4, 2025). "Lay's Chooses Sweet Over Salty for Potato Chip Pitch in Super Bowl". Variety. Retrieved November 26, 2025.
- ^ Cambosa, Teddy (October 10, 2025). "Lay's unveils new brand identity focused on farm-to-bag story". MARKETECH APAC. Retrieved November 26, 2025.
