Pringles leveraged spiking soccer interest in Japan around the 2022 FIFA Men’s World Cup with a football-themed, TV-led campaign called ‘Kick-Off The Fun’,
The campaign saw Pringles team up with Geometry Ogilvy Japan, Ogilvy’s Singapore and Thailand offices and Great Guns Asia and the hero commercial was helmed by Director Tal Zagreba.
The spearhead spot starts in an everyday living room as a Pringles classic red can lid is flicked off and flies directly into the camera. From that point the scene switches to a soccer pitch where a referee’s whistle blows and the action and fun begins with high-energy shots, fast edits and quick transitions blending the front room and the football ground as the act of eating chips becomes a high-octane sport in itself.
The ad, which was a response to a brief ‘to manifest how opening a Pringles tube can bring the fun and elevate every football game to a World Cup level of thrill’, was shot in Bangkok.
Zagreba said: “I’d like to thank the agency and client for giving me such amazing artistic freedom and believing in my vision from the start,” Director Zagreba commented. “A huge amount of gratitude goes to my team and crews for being so professional and passionate during all the production stages to execute the best result I could ask for. Oh, and eat Pringles – they’re yummy!”
The campaign was created for a client marketing team led by Kellogg’s India & South Asia Managing Director Mohit Anand, Senior Commercial Director AMEA Snacks Lucie Wolstenholme, Senior Regional Marketing Manager A Ram Kim and Regional Brand Manager Ileana Andrei by a group at agencies Geometry/Ogilvy, Ogilvy Singapore and Ogilvy Thailand which included CCO Doug Schiff, Chief Delivery Officer Amir Mireskandari, Creative Director Junkichi Tatsuki and Art Directors Visarnpong Chateakcharoen and Ei Kakiuchi.
Production was handled by a joint team which included Hogarth Producers Pichanun Siwadnidhikul and Prakasit Patrathiranond (Tong), plus a unit at Great Guns led by Director Tal Zagreba, DP Andrew Strobridge, EPs Lucien Tyssendier and Laura Gregory, Line Producer Jamie Popham, Producer Somprasong Srikrajang and Editor Dave Singh.
Further input came from White Light Studio Grader Jai, plus Bloom Film Design VFX Supervisor Julien Vanhoenacker, VFX Generalist Artists Gorragote Dowrueng and Tanapat Chotiyannont, Compositors Sukit kongkedkrai and Lapadlada Apiratsakul, Online Artist Warongphat Ananchaiphattan and Producer Sahattaya Chantanop.
Audio was handled by The Rec Room with Composers Tatsuro Miller and Cassandra Mary, Engineer Jhen Thoo and Producer Xinyu Lim.
Comment
We like the way that moments of consumption are connected strongly and energetically to the location and the football through a visual language of sharp cuts, dynamic angles and quick edits between consumers and players to generate drama and enjoyment.
A classic snack/sports creative combination!
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