When you stack different Pringles flavors on top of each other and eat them all at the same time, crazy fun things happen to your taste buds. At least that’s the premise of the brand’s 30-second Super Bowl spot, “Wow,” which debuted today. The ad will run during the first half of Super Bowl LII on Feb. 4 and marks the brand’s first Super Bowl appearance.
Actor and former SNL cast member Bill Hader stars in the spot created by Grey New York. The ad opens on Hader on a film set dressed in his best aviation gear. When the director yells cut, two members of the crew find a bunch of cans of Pringles in various flavors on the snack table and start stacking away.
The pizza-flavored Pringles go on top of the BBQ Pringles for some delicious BBQ pizza. Throw a jalapeno one on top, and you’ve got a masterpiece!
It’s an apparently mind-blowing experience for all parties involved, as you can see in the full ad below. Except not for Kevin. No one cares about Kevin.
• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.
CREATIVE AGENCY: Grey New York
Spot Title: “Wow”
Chief Creative Officer: John Patroulis
Group Creative Directors: Brian Platt & Samira Ansari
ACD, Art: Andrew Barrett
ACD, Copywriter: David Canavan
EXECUTIVE PRODUCTION: Townhouse
Townhouse Head of Integrated Production – James McPherson
Townhouse Exec. Producer: Guy Williams
Townhouse Producer: Nina Roussarie
Townhouse Music Producer: David Lapinsky
Production Company (location): Skunk, Los Angeles
Director: Rhys Thomas
Director of Photography: Mike Gioulakis
Editor (person & company): Erik Laroi / Mackenzie Cutler
Music/Sound Design (person & company): Sam Shaffer / Mackenzie Cutler
Principal Talent: Bill Hader, Sky Elobar, Michael J. Sielaff, Kevin Garbee