A keyboard-playing 'synth hamster' is Pringles' multigrain chips ambassador

Wacky campaign from Grey aims to show how the product is 'wonderfully different'

Published On
Feb 17, 2023

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How do you get consumers interested in a healthier version of a beloved snack? Introduce it with an electro-keyboard playing "synth hamster."

That's the idea behind a wacky new campaign from Pringles, which is backing its recently-introduced Multigrain variant in the U.K, with the tagline "wonderfully different."

The spot from Grey shows three friends sharing the new chips and commenting on how they are "wonderfully different," a bit like the hamster, who then appears in his cage playing the synth and crooning/squeaking along. The agency tapped director Jeff Low of Biscuit, who brings his typically surreal touch to proceedings.

As well as the TV spot, the campaign also includes "hamster-sized" gig posters  for "Synth Hamster" that have been fly posted across London and shared on social channels. 

“Our brains love things that are moderately incongruent -- new news coupled with the comfort of familiarity," said David Wigglesworth, executive creative director, Grey London, in a statement. "This is what this campaign brings to the table, something unusual and something we know and love. Same, yet wonderfully different - just like Pringles Multigrain. And how better to bring this all to life than a keyboard playing, howling hamster."

It's the second Grey campaign for the Multigrain chips, which contains fiber and grain; the previous work which ran on outdoor and social platforms played on the idea that the product was "multigrain not multi-gran."

Three Pringles synth hamster posters



Feb 17, 2023
Client :
Agency :
Global Chief Creative Officer :
Javier Campopiano
President & Chief Creative Officer :
Laura Jordan Bambach
Executive Creative Director :
David Wigglesworth
Global Group Creative Director :
Christopher Lapham
Global Group Creative Director :
Aaron McGurk
Creative :
Christopher Lapham
Creative :
Aaron McGurk
Creative :
Cameron Sutherland
Design :
Christopher Lapham
Design :
Aaron McGurk
Agency Planning Partner :
Lee Barber
Agency Strategy Director :
Gilliam Caldwell-Dunn
Managing Partner :
Agi Varanyi
Group Business Director :
Tamsine Foggin
Account Director :
Alice Ashwell
Agency Executive Producer :
Nazneen Read​
Agency Senior Producer :
Anthony Borkett
Assistant Producer :
Angel Nkomo
Agency Project Manager :
Elly Knott
Media Agency :
Planning Partner :
Greg Paterson
Market Planning Director :
Chantelle Townsend
Account Director :
Becky Linares
Planner :
Oli Rose
Production Company :
Biscuit Filmworks
Production Company Producer :
Kwok Yau
Production Company Executive Producer :
Rupert Reynolds-MacLean
Director :
Jeff Low
Matthew Emvin Taylor
Production Design :
Ollie Hogan
Edit House :
Shift Post
Editor :
Saam Hodivala
Edit Post Producer :
Kirsty Oldfield
Edit Assistant :
Adam Buckmaster
VFX Studio :
Untold Studios
VFX Creative Director :
Ben Cronin
VFX Supervisor :
Rebecca Clay
Lead Artist :
Tom Moreland
VFX Artist :
Rich Harris
VFX Producer :
George Reid
VFX Executive Producer :
Ian Berry
Color :
Untold Studios
Colorist :
Julien Alary
VFX Executive Producer :
Ian Berry
Music Composition :
Jeff Low
Sound Studio :
Gramercy Park Studios
Sound Engineer/Head of Audio :
Zak Kurtha
Executive Producer :
Richard Donaghue

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