Snack brand Pringles has launched a pan-European campaign to bring the themes featured in its Super Bowl ads to new markets for the first time.
Developed with creative agency Grey London, the new series of films centres around the concept of ‘can hands’, featuring Pringles fans getting their hands stuck down the iconic cans in a range of awkward situations.
Pushed out via TV, digital, social and out-of-home executions, across northern and southern Europe, the films were directed by Ulf Johansson of Smith & Jones, who brings his recognisably zany touch to the campaign, which shows how the cylindrical snacks can help bring fun to any social occasion.
“In adapting the work for European markets, the idea is to showcase them in intrinsically European settings”, said Grey London executive creative director, David Wigglesworth.
“Getting your hand stuck in a Pringles can is bad. Getting your hand stuck in a Pringles can and using that newly acquired appendage to become the hostess with the mostest arm at an Apéro, or finding an in with the too cool for school kids at a German house party? That my friends is good!”
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Pringles European marketing director, Stéphanie Thys, added: “Following on from the success of Can Hands in North America, we worked with Grey London to create a suite of assets including three TV spots, digital, social and out of home adverts.
“Can Hands continues to demonstrate that Pringles is an irresistible snack for any occasion. Pringles is a playful brand and that’s something we wanted to convey in this campaign.
Concluding, she said: “Working closely with Grey, we knew they understood what we wanted to achieve and together we brought our brand’s playful side to life through Can Hands. We think Pringles fans across Europe will be able to relate to this campaign and hopefully it will give them a laugh!”
