Top Spot of the Week: Pringles, Grey NY, Director Tom Kuntz Adopt Can-Do Attitude For Super Bowl

By

Robert Goldrich
Thursday, Feb. 10, 2022

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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?”

Credits

Client 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.

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