Directed by Tom Kuntz of MJZ for Grey New York, this Pringles spot for the Super Bowl introduces us to a fan reaching for the last crisp in a can and getting his hand “stuck in” as a result. He journeys through life with this attachment to his appendage as we see him experience milestone moments over the years–from a first date to raising children to even settling into his final resting place.
But the Pringles experience still continues as he manages to pass the torch–or more accurately, the can–onto the next Pringles lover.
This :30–supported by the Captura Group to ensure representation of Pringles’ diverse consumer base through casting–will air at the end of the third quarter of the Big Game and be simultaneously broadcast on Telemundo.
The premise for the spot was spawned by the insight that 43 percent of people admit getting their hand stuck in the iconic can going for that last salty crisp–and it’s worth it.
“Who knew that so many people out there, and dating so far back, had this ‘problem’ unique to the brand’s beloved packaging? We thought it was time Pringles addressed what is clearly a real and enduring, yet worth it ‘risk’ for fans,” said Justine Armour, chief creative officer of Grey New York. “What better use of the biggest ad moment of the year than to address one of America’s perpetual snack dilemmas?”
CreditsClient Pringles Agency Grey New York John Patroulis, global creative chairman & president of creative; Justine Armour, chief creative officer; Peter Alsante, executive creative director; Leo Barbosa, Cuanan Cronwright, group creative directors; Robert Jencks, Tan Erginay, Anthasia Efthimiu, Gemma Slack, associate creative directors. Production Agency Townhouse Kimberly Kietz, VP, director of integrated production; James McPherson, chief production officer; Lauren Wood, integrated producer; Kurt Steinke, director of music production. Production MJZ Tom Kuntz, director; Andre Chemetoff, DP. Editorial Whitehouse Russell Icke, editor. Audio Post GPS Dante DeSole, mixer. Music Lionel Richie, “Stuck On You” Multicultural Casting Support & Spot Translation Captura Group Walter Boza, president, general manager; Jessica Cuevas, Fran Lozano, sr. producers.
CarMax, The Martin Agency, Director Ulf Johansson Take Us To Car Dealership Run By Beetlejuice
CarMax, the used car retailer known for promoting “the way car buying should be,” understands that sometimes the best way to appreciate doing things the right way is by showcasing the wrong way. In collaboration with the Beetlejuice Beetlejuice team--which is elated given that the movie topped this weekend’s North American box office--CarMax is taking a playful approach to show what car buying shouldn’t be. Showing a family’s nightmarish car-buying experience by turning a character from the movie into possibly the most devious car salesman ever, the campaign, titled “BeetleMax: The Way Car Buying Shouldn’t Be,” humorously illustrates what to avoid when purchasing a car, highlighting CarMax’s commitment to providing a trustworthy and enjoyable car-buying experience for the whole family.
The campaign, concepted by The Martin Agency and directed by Ulf Johansson via Smith and Jones Films--includes this hero spot depicting a car dealership, Beetlemax, run by Beetlejuice himself.
“Beetlejuice is among Warner Bros. most beloved franchises and continues to be sought out by audiences of all ages. Theatrical partnerships with brands like CarMax and their BeetleMax campaign are exciting because they allow us to extend the cinematic world for moviegoers and offer an enhanced entertainment experience. We are thrilled to be partnering with CarMax in such an innovative and immersive way for Beetlejuice, Beetlejuice,” said Dana Nussbaum, EVP of worldwide marketing for Warner Bros. Pictures.
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