Iconic snack brand Pringles has unveiled a vibrant new global campaign that taps into humor and local culture across seven diverse regions. The campaign, directed by Oren Kaplan and produced by an impressive team spanning Ogilvy Singapore, Hogarth, 116 Pictures, and visual effects experts Juice, is designed to capture the brand’s playful and colorful identity while authentically resonating with local audiences.
Filmed in locations including Dubai, Seoul, Bangkok, Jakarta, and Australia, the campaign cleverly navigates the challenges of casting comedic talent remotely in each market. Oren Kaplan’s directorial approach ensured authentic humor and regionally relevant insights came to life in each film.
Production in Bangkok leveraged Thailand’s renowned creative expertise, with meticulously crafted sets and exceptional art direction bringing Pringles’ quirky, energetic world to life. Juice, known for their visual effects mastery, created immersive CG environments and comedic flying chips, adding a dynamic touch that elevated the humor and visual storytelling.
The project demanded significant scale: over 127 versions of the campaign were adapted for different digital platforms and tailored to diverse regional audiences. Juice’s head of production, Maciek Gołębiowski, highlighted the complexities involved, noting, “Working with Oren was great; his vision and flexibility made the creative process smooth from start to finish. With plenty of set extensions, digital crowds, and those playful flying chips, it was a fun project. We also optimized the edits for mobile screens using AI to ensure every detail and joke stayed intact.”
The campaign has quickly captured global attention, amassing millions of views and driving impressive engagement across all targeted markets. Executive producer Gordon Westman of 116 Pictures reflected on the collaborative process: “This campaign was truly special. Embracing humor and cultural nuances across multiple regions was a complex but rewarding challenge. The authenticity of the performances and the production values allowed us to connect with audiences worldwide.”
With its culturally tuned humor and energetic visual style, the new Pringles campaign not only reaffirms the brand’s reputation for playful innovation but also demonstrates how thoughtful creative collaboration can bridge diverse markets and tastes, making the simple pleasure of a Pringles chip a shared global experience.
