Lay’s: 72HourChallenge Super Bowl LX
Brand
Date
Feb 2026
Description
Lay’s 72HourChallenge for Super Bowl LX leans into a rustic, farm-to-table narrative, centering on the origin of its ingredients. The commercial campaign highlights the journey from harvest to finished product, captured with an analogue/film aesthetic that emphasizes the authenticity of the agricultural setting. Produced by D3 (PepsiCo Foods), the project utilizes natural light to frame a rural landscape of potato fields and transport trucks. The visual tone remains consistent across both static and motion assets, prioritizing a warm color grade to reinforce the brand's focus on freshness in the packaged food industry.
Style
Horizontal, Commercial, Warm
Techniques
Natural light
Industries
Color
Jet Black
Background
Agricultural Land
Associated creatives
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