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."