The Pringles Super Bowl campaign in which people get their hands stuck in Pringles cans, has spilled across to Europe. Grey London Pringles has created three European versions of the popular madness, that ran in the US Super Bowl in 2022 and 2023, this time with director Ulf Johansson of Smith & Jones, who brings his own zany touch to the creative.
One 40-second spot is made for the apéro (cocktail hour) markets in France, Spain, Portugal and Italy, positioning Pringles as a delicious snack to serve when with family or friends.
Another 60 second ad, created for Northern European markets, features a young guy who ducks into a quiet room when he gets his hand stuck in a Pringles can at a party. This will run in early July, will run in markets including Germany, Austria, Switzerland, Israel, Greece, Netherlands, Belgium, Poland, Romania, Croatia, Hungary, Lithuania, Finland, Denmark, Sweden, Norway, Cyprus, Malta, Latvia, Estonia.
A third film, that will run in the UK and Ireland from July, is an adaptation of the original Pringles Super Bowl ad created in collaboration with Grey New York.
The campaign will run on TV, digital, social and out-of-home platforms.
The executions are designed to show how Pringles can bring fun to any social occasion. They build on the hugely successful 2022 and 2023 Super Bowl ads created in collaboration with Grey New York, which were designed to reflect the irresistible nature of Pringles that releases your playful side.
“In adapting the work for European markets, the idea is to showcase them in intrinsically European settings,” stated David Wigglesworth, executive creative director at Grey London. “Getting your hand stuck in a Pringles can = bad. Getting your hand stuck in a Pringles can and using that newly acquired appendage to become the hostess with the most-est arm at an Apéro, or finding an in with the too cool for school kids at a German house party? That my friends = good! Huge thanks to the Pringles client team, who were a pleasure to work with and to directing legend Ulf Johansson who brought everything to life with aplomb.”
Stéphanie Thys, European marketing director Pringles, added. “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. Can Hands continues to demonstrate that Pringles is an irresistible snack for any occasion. Pringles is a playful brand and that’s something we wanted to convey in this campaign. Working closely with Grey, we knew they 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.”
Credits:
Agency: Grey London
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
Executive Producer: Phillipa Smith
Director: Ulf Johansson
DOP: Barry Ackroyd
Production Designer: 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)
Colourist 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)
