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From the surface of its cage, it’s the most odd 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 completely different.” Created by company Gray London, the advert attracts an sudden 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 needed to convey that Multigrain is “identical to a traditional Pringles chip, however barely completely 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 concept ‘Identical, but splendidly completely different.’”
The advert is ready 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 in every of his buddies observes that the chips are “splendidly completely different”–identical to his hamster.
But someway, the person has by no means earlier than observed that his hamster is a bit bizarre. He turns to his pet’s cage once more as if seeing it for the primary time. Inside, a curtain elements and a stage rises from the litter as digital music begins to play. Within the heart of the small stage is the hamster, giving an emotional efficiency on his keyboard.
“We needed to seek out one thing that was immediately relatable … then give it a ‘splendidly completely 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 immediate 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 means of manufacturing firm Biscuit Filmworks.
“Persons are more and more acutely aware about what they eat, however they don’t need to surrender 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 stunning marketing campaign is bound to spark curiosity and trial,” Elena Mancini, advertising supervisor for Kellogg’s EU, mentioned in an announcement.
CREDITS:
Shopper: Pringles
Artistic company: Gray London
International chief artistic officer: Javier Campopiano
President & chief artistic officer: Laura Jordan Bambach
Government artistic director: David Wigglesworth
International group artistic administrators: Christopher Lapham, Aaron McGurk
Creatives: Christopher Lapham, Aaron McGurk, Cameron Sutherland
Design: Christopher Lapham, Aaron McGurk
Company planning companion: Lee Barber
Company technique director: Gilliam Caldwell-Dunn
Managing companion: 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 undertaking supervisor: Elly Knott
Media company: Carat
Planning companion: 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 Publish London
Editor: Saam Hodivala
Edit submit 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
Colour: 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
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