A determined snacker reaching for a final crisp spends a lifetime with his hand stuck in a Pringles can, the brand’s 2022 Super Bowl ad shows.
“Pringles Stuck In,” from creative agency Grey, will air during the third quarter of the Super Bowl.
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Set to the 1980s Lionel Richie hit “Stuck on You,” the commercial opens at a house party and shows a young man reaching for a chip at the bottom of a Pringles can. Subsequent scenes follow the man as he attends school, falls in love, gets married, becomes a parent, and celebrates his 85th birthday—all with a can stuck on his right arm. The spot ends with the man and his can in a casket. Soon, a funeral attendee reaches into a near-empty Pringles can.
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Pringles also released an extended version of the commercial.
Tom Kuntz, the celebrated director whose commercial credits include Old Spice's “The Man Your Man Could Smell Like” and Frito-Lay’s 2022 Super Bowl commercial starring a pack of hungry jungle animals, directed the spot.
The ad highlights a dilemma experienced by 43% of Pringles eaters, according to the Kellogg Co.-owned snack brand. And continues a theme of calamities playing out amid distracted snackers. Last year, it was astronauts abandoned in a capsule while mission control and rescue boat workers were too busy stacking the chips to notice in the brand's Super Bowl spot.
