The spot communicates without words. It just uses pictures, the sound of crunching and music, which plays an immense role in all Pringles ads. The popping of the cans and the crunching of the chips are brand signals of the spot. A group of friends are shown in a fun and social snacking situation at home, in front of TV. The unexpected little cartoon friends reflect the enjoyment of chips in a parallel world and make a boring situation very interesting.
Philosophy
Together with P&G, Grey Worldwide decided to communicate Pringles as an integral part of friends enjoying a TV-evening together. To dramatize this, an unexpected set of friends was chosen to mirror, doublicate and thus enforce this message: bugs. Just like their human counterparts the bugs get together, lounge around and make themselves comfortable in front of TV - for this they also need Pringles. By portraying the bugs as a laid-back, charming and cool gang of friends, we make them the alter-egos of the group of consumers we want to portray. Pringles with its most irresistible taste makes their moment and transforms even boring situations, like watching TV, into a fun and joyful situation. The character of the brand is social, youthful-in-spirit and upbeat. The music 'Come to me' by Ateed has an integral part to support this brand character. All research confirms: this ad is one of the best in all P&G categories in the last 20 years.
Problem
Try to own the main usage occasion for the consumption of chips in Germany, which is in front of TV. The situation itself is not appealing for consumers to see in TV advertising. Thus an interesting way to show this particular situation had to be found.