Lay’s has changed its Super Bowl ad to spotlight the American farmers behind the potato chips rather than promoting its new All Dressed flavor as originally announced.
Lay’s did not give a detailed explanation for the change, only saying that the new direction is part of a campaign that the brand started last year. “The Little Farmer,” released today, comes from Highdive and was directed by Taika Waititi. It will run in the third quarter of Sunday’s game.
The 60-second commercial opens with a family of potato farmers headed out for the day, leaving behind their daughter, who decides to grow and care for a potato of her own. She tills the soil, waters the plant, protects it from too much rain and even camps out for the night to keep watch.