Grey aims Pringles television campaign at 'MTV generation'

Teens and twentysomethings are the targets of new TV advertising for Procter & Gamble's Pringles in a campaign that builds on the moreish appeal of the snack brand.

Teens and twentysomethings are the targets of new TV advertising for Procter & Gamble's Pringles in a campaign that builds on the moreish appeal of the snack brand.

Grey has produced the pan-European campaign, which aims to attract what Tim Mellors, the agency's chief creative officer, describes as 'the MTV generation'.

The trio of ads, breaking in the UK at the end of this week and the rest of Europe next week, are unusual because the action in each sequence takes place at the same time and in the same location.

All are based on the theme of young people unable to resist the temptation of eating someone else's Pringles and then concealing the evidence.

The commercials were written and art directed by Steve Black and directed by Marty Canellakis through Hungry Man. Media is through MediaCom TMB.

Phillippe Zell, the marketing director for Pringles Western Europe, said: 'This is breakthrough copy that brings to life the ultimate truth of Pringles irresistibility.'