Lay’s Super Bowl 60 Teaser Isn’t Small Potatoes

Lay’s is betting its chips on the Big Game once again.

Today, Lay’s released a teaser for its upcoming Super Bowl 60 ad, showcasing a tiny, mysterious glimpse at what the chip brand has in store.

In a six-second teaser, a hand shoots up from a field, holding a potato. However, Lay’s is deliberately vague in its announcement of the ad, asking the audience to wonder whose hand is ultimately holding the spud.

“You’ll just have to keep your eyes peeled for the full ad leading up to the Super Bowl,” the brand’s press release teases.

The Super Bowl ad marks the second year in a row that the chip brand has appeared in the Big Game. And like last year’s “The Little Farmer,” this year’s ad takes viewers back to the farm and the potatoes that ultimately lead to Lay’s chips.

“There’s no better moment than the Super Bowl to continue the Lay’s story as we kick off our largest brand refresh in our history,” Hernán Tantardini, CMO, PepsiCo Foods U.S., said in a statement. “We’re taking fans back to the farm with ‘Last Harvest’ to show a glimpse of what makes America’s favorite chip so special. It’s a legacy built from the farm up, and we’re proud to share it on the biggest stage.” 

Last year’s “The Little Farmer,” brought to life by Academy Award-winning director Taika Waititi, told the story of one of the company’s more than 100 farms in the U.S. and Canada. The ad followed a young farmer as she plants a small potato that bounced from the back of a truck, raising it to be worthy of Lay’s chips.