The 30-second ad, "Dogs night in", builds on the existing "once you pop you can't stop theme, and comes as the brand re-emerges after a £6 million pack redesign. P&G claims that Pringles has more than 50 per cent of the big bag snack market.
The ad shows a group of friends socialising and watching TV. Part of the group is a Jack Russell, who steals a can of Pringles to share with his canine mates in the garden. A Bassett hound helps eat the crisps, while a Dalmation works the decks. Other dogs relax by playing poker.
The spot was written by Anne-Marie Burrows and art directed by Hayden Rogers. It was directed by Alex Winter at Brave Films. Post-production was by Crawford Riley at Glassworks.
Media planning and buying is through MediaCom.