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Pringles – Mind Popping

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In a bold move, Pringles, along with agency Grey, are ditching the Pop, Play, Eat brand position, with its iconic "Once You Pop, You Can’t Stop" catchphrase, and are instead taking aim for the brain.

With Mind Popping, the launch film, Friend director Ehsan explains how humans have evolved specifically to munch on the distinctive potato chip, ripping through eras in an entertainingly deranged montage.

Incorporating delightful art direction and some nifty effects from Wicked Pixels, the spot is instantly attention-grabbing and filled with fun flourishes.

“When we researched Pringles we started to discover stories and facts that blew our minds," comments Christopher Lapham and Aaron McGurk, Global Group Creative Directors at Grey, explaining the thought behind the concept 

"The fact that a famous sci-fi author invented their baking machine, that the universe is shaped like a Pringles chip and that the chip perfectly fits the tongue, all led us to the thought of ‘Mind Popping’ and how, what looks like a simple potato chip, is in fact so much more.”

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