Grey employs dogs in TV work to boost revamped Pringles

Grey is unveiling its latest TV ad for the Procter & Gamble brand Pringles in the Big Brother final on 26 July, as it attempts to reach its target audience of young adults.

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.

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