Pringles top the pop
For its first global brand re-launch in over 25 years, developed by Grey, Pringles aims big with Mind Popping new work.
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Credits
View on- Agency Grey/London
- Production Company Friend
- Director Ehsan B
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Credits
View on- Agency Grey/London
- Production Company Friend
- Director Ehsan B
- Executive Producer Chris Abitbol
- Editing Deliverance Post
- Colour Glassworks
- VFX Wicked Pixels
- Music Clap London
- Audio Post 750mph
- Executive Producer Nazneen Read
- Producer Ellie Hook
- DP Marcus Autelli
- Production Designer Sigita Simkunaite
- Editor Lucian Barnard
- Colorist Jonny Thorpe
- Managing Director Michelle Kruger
- Audio Mixer Jeff Smith / (Audio Mixer)
- Producer Aishah Amodu
- Chief Creative Officer Laura Jordan-Bambach
- Group Creative Director Chris Lapham
- Group Creative Director Aaron McGurk
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Credits
powered by- Agency Grey/London
- Production Company Friend
- Director Ehsan B
- Executive Producer Chris Abitbol
- Editing Deliverance Post
- Colour Glassworks
- VFX Wicked Pixels
- Music Clap London
- Audio Post 750mph
- Executive Producer Nazneen Read
- Producer Ellie Hook
- DP Marcus Autelli
- Production Designer Sigita Simkunaite
- Editor Lucian Barnard
- Colorist Jonny Thorpe
- Managing Director Michelle Kruger
- Audio Mixer Jeff Smith / (Audio Mixer)
- Producer Aishah Amodu
- Chief Creative Officer Laura Jordan-Bambach
- Group Creative Director Chris Lapham
- Group Creative Director Aaron McGurk
In a bold move, Pringles, along with agency Grey, are ditching the Pop, Play, Eat brand position, with its iconic "Once You Pop, You Can’t Stop" catchphrase, and are instead taking aim for the brain.
With Mind Popping, the launch film, Friend director Ehsan explains how humans have evolved specifically to munch on the distinctive potato chip, ripping through eras in an entertainingly deranged montage.
Incorporating delightful art direction and some nifty effects from Wicked Pixels, the spot is instantly attention-grabbing and filled with fun flourishes.
“When we researched Pringles we started to discover stories and facts that blew our minds," comments Christopher Lapham and Aaron McGurk, Global Group Creative Directors at Grey, explaining the thought behind the concept
"The fact that a famous sci-fi author invented their baking machine, that the universe is shaped like a Pringles chip and that the chip perfectly fits the tongue, all led us to the thought of ‘Mind Popping’ and how, what looks like a simple potato chip, is in fact so much more.”
