PepsiCo’s commercial for Lay’s chips is called “Last Harvest”
For some Super Bowl watchers, the most exciting part of the broadcast isn’t the game.
It’s commercials.
As the biggest event in the North American sporting calendar, brands spend millions of dollars for seconds of airtime during the Super Bowl broadcast.
In 2026, for example, a 30-second commercial during the big game will cost about $10 million.
For comparison, a primetime commercial spot during this year’s Winter Olympics comes with a bill for about $1 million.
Full Super Bowl commercials and teasers are starting to trickle out, and at least two ads will help highlight ag.
One is from PepsiCo and its Lay’s chips.
“We’re taking fans back to the farm with ‘Last Harvest’ to show a glimpse of what makes America’s favorite chip so special,” Hernán Tantardini, chief marketing officer of PepsiCo Foods U.S., said in a statement.
As of Jan. 30, a seven-second teaser titled “Potato Up” is available to view.
It shows a hand shooting up from a field, holding a potato with a voice in the background saying “’I got one.’”
The date of the Super Bowl – Feb. 8, is shown on screen to signal when viewers will find out who the hand belongs to.
The campaign is part of a Lay’s refresh which aims to celebrate agriculture as part of its brand identity.
The other ad is about a friendship that begins on a farm.
To celebrate its 150th anniversary, Budweiser and its iconic Clydesdales are back in “American Icons,” which features a foal protecting a baby bird from rain.
The friendship between the two animals grows as two farmers, including Brian Fransen, a Budweiser barley farmer, watch the relationship blossom with Free Bird by Lynyrd Skynyrd providing the soundtrack.
The commercial comes to a crescendo as the Clydesdale, now full grown, leaps over a log while the once small baby bird unfurls its wings to reveal an American bald eagle.
The ad ends with Fransen and the other farmer enjoying a Budweiser while watching the animals in the field.
While these two commercials highlight agriculture in a more direct way, many of the ads shown during the Super Bowl are for food products, which of course originate from family farms.