Lay’s is returning to the Super Bowl stage with a heartwarming spotlight on the potato farmers behind the brand’s iconic potato chips. Airing during the third quarter of the game, “The Little Farmer” gives viewers a unique window into the journey and the people behind every bag of Lay’s. The spot, directed by Academy Award-winning filmmaker Taika Waititi, celebrates the hard work and dedication of the 100+ farms that proudly produce Lay’s potatoes today, over 50 of which are family-owned, with some of those multigenerational farming families even featured at the end of the commercial. The commercial was inspired by one of those farming families: The Pavelski family of Heartland Farms! Jeremie Pavelski is a fifth-generation farmer and a dad of a ‘little farmer’ just like you see in the spot.
