Frito-Lay is getting ready to turn traditional notions of potato-chip advertising into mash.

The snacking giant, part of PepsiCo., will run a minute-long Super Bowl commercial for its flagship Lay’s that will try to do for potatoes in the Big Game what Budweiser has done for Clydesdale horses and Chrysler did for an American plagued by recession.

Viewers who see the ad air during the third quarter of Fox’s Sunday broadcast of Super Bowl LIX will watch a cinematic tale of how a young girl on a potato farm grows her own tubers, even protecting them during an intense storm, so that she can contribute them to the family’s harvest for Lay’s. The commercial tells the audience that the potatoes used in Lay’s are “grown on family farms across America.”

Frito-Lay is the company behind the do-it-yourself ads for Doritos that have captured attention in Super Bowls past; wild and exotic snack flavors; and animated mascots like Chester Cheetah. None of those elements will be on display in the new Lay’s commercial, which tells an inspirational story without even a hint of dialogue.

“I’m really excited about seeing how people react to this,” says Chris Bellinger, chief creative officer for PepsiCo Foods, during a recent interview, “just because it’s so different from everything we’ve ever done.”