Ad of the Day: Pringles builds on Super Bowl ‘Can Hands’ success
The snack brand is bringing the campaign to new markets for the first time.
Last year, Pringles released a humorous spot that pinpointed its biggest design flaw – its narrow packaging. Based on research suggesting that 43% of consumers have had their hand wedged at the bottom of the tube, the brand leaned into the social faux pas to inform its Super Bowl message.
Now, it is bringing the campaign to European audiences through a series of TV, digital, social media and out-of-home ads.
Stéphanie Thys, European marketing director at Pringles, said: “Following on from the success of ’Can Hands’ in North America, we worked with Grey London to create a suite of assets including three TV spots, digital, social and out-of-home adverts.
“Pringles is a playful brand and that’s something we wanted to convey in this campaign. Working closely with Grey, we knew it understood what we wanted to achieve and together we brought our brand’s playful side to life through ’Can Hands’. We think Pringles fans across Europe will be able to relate to this campaign and hopefully it will give them a laugh!”
Breaking in July, the campaign will run in markets including Germany, Austria, Switzerland, Israel, Greece, Netherlands, Belgium, Poland, Romania, Croatia, Hungary, Lithuania, Finland, Denmark, Sweden, Norway, Cyprus, Malta, Latvia and Estonia.
Credits
Executive creative director: David Wigglesworth
Creative director: Jesse Little
Creative teams: Katie Bird & Caitlin Horrex, Gnome Taylor, Flora German & Shivani Patel
Planning partner: Matthew Gladstone
Strategy director: Gilliam Caldwell-Dunn
Managing partner: Agi Varanyi
Group business director: Tamsine Foggin
Account directors: Jack Barber, Alice Ashwell
Account manager: Hugo Soer
Account executive: Madeleine Hine
Executive producer: Nazneen Read
Senior producers: Michelle Kasper, Sam Dowling
Assistant producer: Alicia Cordell
Production company: Smith & Jones
Production company Executive Producer: Phillipa Smith
Director: Ulf Johansson
DOP: Barry Ackroyd
Production design: Steve Smithwick
Post-producers: Ella Sedgewick @Whitehouse Post, Alexia Paterson @Framestore for Apero & Nights In Northern Europe, Annika Gustavsson @GPS Nights In (UK & ROI)
Editor: Sam Gunn @Whitehouse Post for Apero & Nights In Northern Europe, Tony Whetnall @GPS Nights In (UK & ROI)
Colorist: Jean-Clément Soret @Company 3 for Apero & Nights In Northern Europe, Matt Hare @GPS Nights In (UK & ROI)
VFX artist: Paul O'Brien @Framestore for Apero & Nights In Northern Europe, Chris Winters, Ozgur Yigit & Matt Ingram @GPS Nights In (UK & ROI)
Composer: Julia Jonas / Sauvage / Heslop, Frieder Dose / Marvin Benjamin McMahon for Apero, Frieder Does Marvin Benjamin McMahon for Nights In Northern Europe, Trevor Simpson @BMG Production Music Nights In (UK & ROI)
Music supervisor: Macke Bergkvist @Music Supercircus for Apero & Nights In Northern Europe
Sound engineer: Parv Thind @WAVE for Apero, Gritz @GPS for Nights In Northern Europe, Sam Cross @GPS for Nights In (UK & ROI)
Post-sound producer: Beth Tomblin @Wave for Apero, Richard Donaghue @GPS Nights In Northern Europe & Nights In (UK & ROI)