Pringles gets some retro specs appeal
In an earburning shoutout to gamers-of-a-certain-age, Grey London's latest campaign for Pringles uses binary code audio to share a cheeky easter egg for anyone who still fires up their ZX Spectrum.
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Credits
powered by
- Agency Grey/London
- Production Company SMUGGLER/London
- Director Michael Clowater
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Credits
powered by
- Agency Grey/London
- Production Company SMUGGLER/London
- Director Michael Clowater
- Editor Marshall Street Editors (MSE)
- Post Production Black Kite Studios
- Sound Gramercy Park Studios
- Worldwide Creative Partner Javier Campopiano
- Chief Creative Officer Laura Jordan-Bambach
- Executive Creative Director Chris Lapham
- Creative Director Angela Harding
- Executive Producer Nazneen Read
- Producer Ellie Hook
- Producer Jason Scanlon
- DP Mattias Nyberg
- Production Designer Sigita Simkunaite
- Editor John Mayes
- Colorist Richard Fearon
- VFX Supervisor Dan Sanders
- Audio Producer Richard Donaghue
Credits
powered by
- Agency Grey/London
- Production Company SMUGGLER/London
- Director Michael Clowater
- Editor Marshall Street Editors (MSE)
- Post Production Black Kite Studios
- Sound Gramercy Park Studios
- Worldwide Creative Partner Javier Campopiano
- Chief Creative Officer Laura Jordan-Bambach
- Executive Creative Director Chris Lapham
- Creative Director Angela Harding
- Executive Producer Nazneen Read
- Producer Ellie Hook
- Producer Jason Scanlon
- DP Mattias Nyberg
- Production Designer Sigita Simkunaite
- Editor John Mayes
- Colorist Richard Fearon
- VFX Supervisor Dan Sanders
- Audio Producer Richard Donaghue
Pringles has been associating itself with gamers for a few years now, as the curved snack aligns well with the munching habits of Twitch's fastest clickers.
However, most of the console collective probably wouldn't have been born when the system referenced in the brand's latest campaign was released.
Launching with the enigmatic Pringlesonic Transmission Video, Grey's new work is a love-letter to one of the first home computers: the ZX Spectrum. With text placing the machine's position in time as pre- pretty much everything, the film is backed by the distinctive blips and bloops of an audio binery code; the type of sounds that were interpreted by the system to play games back in the day.
Pringles – Pringlesonic Social Film
Pringles – Supercomputer
Eagle-eared collectors can actually use the recording to bring up a custom bit of software on old Speccy machines; being gifted not only with 'The Pringlesonic Chip', but also details of a competition to win a one-off 8-bit can of Pringlesonic Original Computer Chips.
For the less tech/retro-minded amounts us, the campaign also contains delightful spots shot by SMUGGLER's Michael Clowater, detailing the story of the supercomputer that created the 8-bit Pringlesonic Chip, a paraboloid conceived by engineers as a way of making a potato chip which was less likely to break before reaching consumers.
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Pringles – Vortex
Pringles – Made for Gamers
Pringles – Moment of Creation
“Pringles continues to be the go-to snack for gamers," says Aisling O’Hara, Pringles Europe Marketing Manager, "and we’re really excited to take that to the next level. When talking to consumers during campaign development, they told us how the Pringles chip is like no other, how the less mess snack helps them stay in the game which formed the basis of our Stay in the Game creative idea.
"We’re looking forward to having a lot of fun with this campaign under our new brand platform Mind Popping.”
Laura Jordan Bambach, president and chief creative officer at Grey London, adds: “It’s been said that without the ZX Spectrum, computer gaming would never have taken off in the way it has, so it makes sense for the go-to gaming snack Pringles to pay tribute to its ability to stay in the game, even as it turns 40, with this ingenuity of Pringles, mind popping 8-bit of genius.”
