Wieden+Kennedy’s Portland and NY offices teamed on this “See Us Unite” PSA for The Asian American Foundation (TAAF), the newly formed organization launched to improve advocacy for Asian Americans and Pacific Islanders (AAPI) and combat the hate and violence against the AAPI community that has grown at an alarming rate as of late.
The PSA premiered during the recent primetime global TV special, See Us Unite for Change–The Asian American Foundation in service of the AAPI Community, hosted by Ken Jeong to help drive awareness and understanding of the AAPI experience.
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Credits
Client The Asian American Foundation (TAAF) Agency Wieden+Kennedy Portland & New York Karl Leiberman, executive creative director; Kevin Kaminishi, art director; Gino Click, copywriter; Nick Setounski, Chris Whalley, directors of production; Jasmine Sarbaz, producer. Footage Research Nickerson Research, Inc., research & clearance. Editorial Joint NY Laura Bermudez, editor; Spencer Cohen, assistant editor; Kari Ickert, sr. post producer; Michelle Carman, post exec producer. VFX The Mill Vi Nguyen, 2D lead artist; Nick Pfister, 2D artist; Sean O’Loughlin, associate producer; Luis Martin, production supervisor. Color Company 3 Keith Raisch, colorist; Anna Kelman, producer. Music APM Music, LLC; Track Title–”Emotive Hope,” composed by Thomas Richard, Peter Howe and Stephen Christopher Tait. Sound Design/Mix Sonic Union Rob McIver, audio mixer/sound engineer; Justine Cortale, studio director; Pat Sullivan, head of production.
As part of Pringles®’ ongoing “Once You Pop, The Pop Don’t Stop” campaign that is designed to reach a new era of Gen Z snackers, this new “Pringlelina” ad----directed by Thomas Ormonde of ProdCo for BBDO New York--delivers the brand’s signature unexpected humor, showing that opening a can of Pringles can unlock a world of delicious possibilities, including your next love story. In the commercial, a young man takes love into his own hands--literally--by building his dream partner crisp by crisp. What starts as a craving quickly turns into a full-blown romance, proving that sometimes your crush is more of a crunch.
This long-form version of the spot, a :60, is running on YouTube.
Dan Kelly, executive creative director, BBDO New York, said, “Everyone finds love a little differently. Some people swipe. Some people stack. “Building a salty soulmate out of crisps hit a chord with Pringles fans, and now the snacking love story continues.”
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