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"This new campaign takes our music platform, which our young adult consumers associate with friends and good times, to the next level."
—Maureen Dowd, Pringles Marketing Director

PRINGLES CAN TO SING SONGS

"Strange" Musical Food Mascot May Be First Cultural Harbinger of George W. Bush Era
Every once in a while, a story comes along to remind us why we got in this crazy business. A story of courage and hope. A story of new beginnings and dreams realized.

Most of the time, though, it's crap so unbelievably stupid that we can't help but share it with you, our unreasonably tolerant readers.

The makers of Pringles kicked off their new multimedia campaign today (8/7), combining the delicious snack treat known as Pringles Potato Crisps with popular music. The new "Singing Can" campaign features the antiquated image of "Mr. Pringles," found on the can since the brand debuted in 1971, as the animated lead singer of popular songs that—as the press release promises—"provide the soundtrack to good times."

The first of three 30-second spots airs today, featuring Mr. Pringles singing House Of Pain's "Jump Around" while at a hip New York City loft party—an environment where wholesome, salty snacks are known to abound.

"He's your companion wherever there's fun and good times," said Jim Johnson, creative director for the new campaign. "He's a strange little character with a weird hairdo, but that doesn't stop him from having fun. If only the same could be said of me. I guess you could say Mr. Pringles represents my deeply repressed, explosive id."

The second spot will feature the potato-y pitchman singing an as-yet unnamed rhythm and blues tune at a pool party—perhaps "Mashed Potatoes" by Nat Kendricks & The Swans or "My Sweet Potato" by Booker T & The MGs—and no details were available so far about the third spot.

Veteran music video director Dave Meyers, who has directed videos for Kid Rock, Enrique Iglesias and Britney Spears, will helm all three spots. Said Meyers, "I've worked with a lot of pop stars, but this is the first time I've worked with an actual vegetable."

"This new campaign takes our music platform, which our young adult consumers associate with friends and good times, to the next level," said Pringles' Marketing Director Maureen Hood. "Consumers have been asking us for some time to bring Mr. Pringles to life and give him an active role in our marketing communication. The outcry for the animation of Mr. Pringles is only second to the outcry for the animation of Democratic presidential hopeful Al Gore."

Hood promised that Mr. Pringles would continue to show up in "fun and unexpected" places. "Our new television spots are just the start," she said, not ruling out a cabinet position in the next administration or a guest spot on "Oz."

Mr. Pringles is also slated to replace diminutive sidekick Joe C. on a two-state leg of Kid Rock's current tour.

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