Lay's is running two Super Bowl ads as part of a major brand relaunch. The first, "The Last Harvest," is a 60-second spot directed by Taika Waititi that honors Lay's farmers. PepsiCo is also investing over $1 million to support next-generation farmers. The second, "The Lay's Challenge," invites viewers to scan a QR code for fresh chips delivered within 72 hours with 100,000 bags up for grabs. Agency: D3 and Highdive Read more 👉 https://bit.ly/4tgtqMf | Adweek

Anthropic is making its Super Bowl debut promising that Claude will remain ad-free. The message is timely, being that rival OpenAI recently announced plans to roll out beta ads on ChatGPT with a price tag of at least a $200,000 commitment. “People want an AI they can trust—one that’s focused solely on working for them. We want Claude to be that choice,” said Andrew Stirk, head of brand marketing at Anthropic. Agency: Mother Read more ➡️ https://bit.ly/4awD9GI | Adweek

MrBeast has partnered with Salesforce for Super Bowl 60] on "The Vault," a fourth-quarter spot turning the game into a million-dollar puzzle challenge. Players solve puzzles using Salesforce's Slackbot and send the hidden code via Slack to win. Unlike typical Super Bowl ads relying on celebrity, or absurdity, this one banks on cold hard cash to get people talking. Read more 👉 https://bit.ly/4bFarEN | Adweek