Creativity

Bill Hader Finds a New Way to Eat Pringles in the Brand's Super Bowl Spot

Brand Aims to Wow Viewers With 'Flavor Stacking'

By Jessica Wohl. Published on Jan 25, 2018

Editor's Pick

Pringles has released its full Super Bowl ad, a scene of Bill Hader and pals stumbling onto a new way to eat chips, hoping to generate early buzz and perhaps even real sales ahead of game-day viewing parties.

Hader, known for his years on "Saturday Night Live," plays an actor on what appears to be a film set. But the focus is the craft services table, where one crew guy amazes another by putting a pizza-flavored Pringles crisp on top of a BBQ-flavored one. Hader makes it a spicy barbecue pizza by adding a jalapeno-flavored chip and the "wows" are off and running.

The 30-second commercial, from Grey New York and called "Wow," is set to run during the game's second quarter. It was directed by Rhys Thomas via Skunk.

Sales of Pringles are typically strong during the Big Game weekend. Last year, Super Bowl weekend was the brand's fourth-biggest sales weekend, trailing the weekend before July 4 at No. 1, the weekend after July 4 and Memorial Day weekend.

Kellogg Co. considers Pringles one of its brands with the highest growth potential. The commercial's debut kicks off a "Flavor Stacking" campaign planned to run all year.

Kellogg paid nearly $2.7 billion for Pringles when it bought the business from Procter & Gamble in 2012.

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Credits

Date
Jan 25, 2018
Agency:
Grey New York
Client:
Pringles
Director:
Rhys Thomas
Chief Creative Officer:
John Patroulis
Group Creative Director:
Brian Platt
Group Creative Director:
Samira Ansari
Associate Creative Director, Art Director:
Andrew Barrett
Associate Creative Director, Copywriter:
David Canavan
Executive Production:
Townhouse
Head of Integrated Production:
James McPherson
Executive Producer:
Guy Williams
Producer:
Nina Roussarie
Music Producer:
David Lapinsky
Production Company:
Skunk
Director:
Rhys Thomas
Director, Photography:
Mike Gioulakis
Editor:
Erik Laroi
Edit Company:
Mackenzie Cutler
Music/Sound Design:
Sam Shaffer
Sound Company:
Mackenzie Cutler
Principal Talent:
Bill Hader
Principal Talent:
Sky Elobar
Principal Talent:
Michael J. Sielaff
Principal Talent:
Kevin Garbee

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