It takes a lot of ingenuity to give crisps a role in the traditional trappings of Christmas, but Grey London has done so for Pringles. The campaign is led by a series of 10-second spots in which Pringles is integral to a game of charades, a Christmas wreath, the Christmas Apéro and a Christmas jacket. The message that Pringles adds to winter fun also shines through. The commercials are running across TV, VOL and social.

Olga Pere, marketing director for Pringles EMEA, stated, “Now, more than ever, we want to bring our sense of playfulness to consumers and demonstrate that festive celebrations are not just limited to big events. Even small or virtual gatherings can transform into unexpected fun with the Pringles attitude.”

The agency added, “We’ve heroed the brand’s unique nature and ownability by making Pringles truly central to all our creatives. Our main play point was the physicality of the brand and essentially enabling Pringles to be the driver of the action in all four spots.” 

Production took place in Slovenia over seven days, during which the team created three separate above-the-line campaigns with a range of film assets, capturing enough content to put together a flexible campaign that includes TV films, social films, social stickers and Instagram assets. The “megashoot” approach overcame current restrictions. The agency worked simultaneously with teams on the ground in Slovenia, in a Video Village in London, and dialling in remotely from homes.

Credits

Creative Agency: Grey London

Creative Chairman: Javier Campopiano
Chief Creative Officer:  Laura Jordan Bambach
Creative Directors: Pedro Rosa & Roberto Kilciauskas
Creatives: Matt Kennedy, Georgia Horrocks, Max Gill-Engel & Charlie Smith
Strategic Planners:  Lee Barber, Bhavin Pabari & Gil Caldwell-Dunn
Business Lead: Agi Varanyi
Business Director:  Francesca Philson
Account Directors: Becky Devereux Pile & Bridget Yeates
Account Executive: Fatema Haji
Producers: Sally Miller, Greg Kates & Toby Horrocks 
Agency Assistant Producer:  Veronika Dvorska
Designers: Tyrone Zall

Production Company: HunkyDory
Director: Conor Byrne
Producers:  Doochy Moult & Tyler Byrne
DOP: Andrij Parekh
Production Design: Miha Knific

Post Producers: Annika Gustavsson & Sara Beckman
Editor: Matthew Felstead
Colourist: Ben Rogers @ Gramercy Park Studios
Executive Post Producer: Annika Gustavsson
VFX Artist:  Stephen Miller @ Gramercy Park Studios
Composer: Charlie Smith
Music Supervisor: Dominic Bastyra @ Wake The Town
Lead Sound Engineer: Toby Griffin @ Gramercy Park Studios

Client: Pringles

Marketing Director: Olga Pere
Marketing Manager: Stephanie Thys
Senior Brand Manager: Rui Frias 
European Director: Chris Wildish
Marketing Operations Manager: Fergus Brady 
Content Production Manager: Phil Ball
Digital Marketing Specialist: Stephen McSweeney