From the skin of its cage, it’s the most bizarre of family animals: a hamster. However unbeknownst to its proprietor, there’s something outstanding about this pet.
A musical hamster is the weird star of a brand new marketing campaign from Pringles, which promotes its new Multigrain vary with the tagline “Splendidly totally different.” Created by company Gray London, the advert attracts an surprising parallel between the model’s Multigrain chips and a hamster that composes songs on a tiny keyboard.
After launching its trio of more healthy Multigrain flavors in September, Pringles is giving a advertising push to the vary this yr to draw extra customers.
The model wished to convey that Multigrain is “similar to a standard Pringles chip, however barely totally different,” mentioned David Wigglesworth, government artistic director of Gray London. “We didn’t must over-claim; we simply wanted to spark intrigue. That’s the place we landed on the thought ‘Identical, but splendidly totally different.’”
The advert is about in a younger man’s front room, the place he and two buddies are sitting on a sofa making an attempt Multigrain Pringles for the primary time. One among his buddies observes that the chips are “splendidly totally different”—similar to his hamster.
But someway, the person has by no means earlier than seen that his hamster is slightly bizarre. He turns to his pet’s cage once more as if seeing it for the primary time. Inside, a curtain components and a stage rises from the litter as digital music begins to play. Within the middle of the small stage is the hamster, giving an emotional efficiency on his keyboard.
“We wished to seek out one thing that was immediately relatable … then give it a ‘splendidly totally different’ twist,” Wigglesworth defined. “On this case, it was the pet hamster that has lived within the nook of each home throughout the nation. Solely this man has a life and a soul. He’s a performer, a savant—positively not your regular hamster.”
Whereas many manufacturers use animal mascots of their promoting for an instantaneous cute issue, Pringles and Gray took it a step additional. The company created miniature gig posters for “Synth Hamster” and fly-posted them round London and on social media to tease the marketing campaign. Later, the rockstar rodent additionally plans to launch an album.
The advert will run on U.Okay. TV, on-line and social media. Jeff Low directed it by manufacturing firm Biscuit Filmworks.
“Individuals are more and more aware about what they eat, however they don’t need to hand over on style which stays the #1 class driver. The brand new Pringles Multigrain vary opens up a brand new style dimension, and this enjoyable and shocking marketing campaign is bound to spark curiosity and trial,” Elena Mancini, advertising supervisor for Kellogg’s EU, mentioned in an announcement.
CREDITS:
Consumer: Pringles
Inventive company: Gray London
World chief artistic officer: Javier Campopiano
President & chief artistic officer: Laura Jordan Bambach
Government artistic director: David Wigglesworth
World group artistic administrators: Christopher Lapham, Aaron McGurk
Creatives: Christopher Lapham, Aaron McGurk, Cameron Sutherland
Design: Christopher Lapham, Aaron McGurk
Company planning associate: Lee Barber
Company technique director: Gilliam Caldwell-Dunn
Managing associate: Agi Varanyi
Group enterprise director: Tamsine Foggin
Account director: Alice Ashwell
Company government producer: Nazneen Learn
Company senior producer: Anthony Borkett
Assistant producer: Angel Nkomo
Company venture supervisor: Elly Knott
Media company: Carat
Planning associate: Greg Paterson
Market planning director: Chantelle Townsend
Account director: Becky Linares
Planner: Oli Rose
Manufacturing firm: Biscuit Filmworks
Manufacturing firm producer: Kwok Yau
Manufacturing firm government producer: Rupert Reynolds-MacLean
Director: Jeff Low
D.O.P: Matthew Emvin Taylor
Manufacturing design: Ollie Hogan
Edit home: Shift Put up London
Editor: Saam Hodivala
Edit put up producer: Kirsty Oldfield
Edit assistant: Adam Buckmaster
VFX studio: Untold Studios:
VFX CD: Ben Cronin
VFX supervisor: Rebecca Clay
Lead artiste: Tom Moreland
VFX artists: Wealthy Harris
VFX producer: George Reid
VFX government producer: Ian Berry
Shade: Untold Studios
Colorist: Julien Alary
VFX government producer: Ian Berry
Music composition: Jeff Low
Sound studio: Gramercy Park Studios
Sound engineer/head of audio: Zak Kurtha
Government producer (sound): Richard Donaghue
