Lay’s has two sizzling potatoes for the upcoming Super Bowl.
Today, the corporate confirmed to ADWEEK that it’s going to have two advertisements within the upcoming Big Game, with one spotlighting the corporate’s native farmers and one other that includes a fan activation that’ll ship free chips to hundreds.
“This is a big year for Lay’s. We’re relaunching our brand, and we decided to go in a big way. It’s not only on the campaign in the Super Bowl, but we are doing a complete rebranding,” Hernán Tantardini, CMO, PepsiCo Foods US, instructed ADWEEK. “So for the first time, we’re going to do two different spots.”
The first advert, “The Last Harvest,” a 60-second tear-jerker airing within the first half of the sport, takes the baton from final yr’s “The Little Farmer,” spotlighting the farmers who deliver Lay’s potato chips to life.
“We’re highlighting the real stars of our brand that are our celebrities, the farmers,” Tantardini stated. “We want to make them the celebrities of this Big Game.”
Like “The Little Farmer,” the advert is impressed by a real-life story of farmers who work with Lay’s. In this case, it’s the Neumiller Farms in Illinois, a third-generation potato and vegetable farm now run by father and daughter crew of Tom Neumiller and Katie Flomin. The advert—directed by Academy Award-winner Taika Waititi and set to the music “Somewhere Only We Know”—focuses on the farm passing by generations.
It’s a theme that extends past the Super Bowl for the corporate, with PepsiCo and the PepsiCo Foundation planning to speculate greater than $1 million within the United States over the subsequent two years to assist the subsequent era of farmers.
The second advert, “The Lay’s Challenge,” is a 30-second spot airing someday after “The Last Harvest,” by which Lay’s asks followers to scan a QR code to obtain the freshest bag of Lay’s chips they’ve ever had.
Overall, the corporate is about to provide away 100,000 luggage of chips, delivering them to viewers’ doorways—from potato to chip in 72 hours or much less. And in the event that they’re late, the purchasers can obtain a bag of Lay’s every month for a yr, in response to Tantardini.
The advert can be revealed throughout the sport, however you may see the teaser right here: