From the surface of its cage, it’s the most odd of family animals: a hamster. However unbeknownst to its proprietor, there’s something exceptional about this pet. 

A musical hamster is the bizarre star of a brand new marketing campaign from Pringles, which promotes its new Multigrain vary with the tagline “splendidly completely different.” Created by company Gray London, the advert attracts an surprising parallel between the model’s Multigrain chips and a hamster that composes songs on a tiny keyboard. 

After launching its trio of more healthy Multigrain flavors in September, Pringles is giving a advertising push to the vary this yr to draw extra shoppers.  

The model wished to convey that Multigrain is “identical to a traditional Pringles chip, however barely completely different,” stated David Wigglesworth, government artistic director of Gray London. “We didn’t must over-claim; we simply wanted to spark intrigue. That’s the place we landed on the concept ‘Similar, but splendidly completely different.’”

The advert is ready in a younger man’s front room, the place he and two buddies are sitting on a sofa making an attempt Multigrain Pringles for the primary time. Certainly one of his buddies observes that the chips are “splendidly completely different”–identical to his hamster. 

But someway, the person has by no means earlier than observed that his hamster is a little bit bizarre. He turns to his pet’s cage once more as if seeing it for the primary time. Inside, a curtain elements and a stage rises from the litter as digital music begins to play. Within the heart of the small stage is the hamster, giving an emotional efficiency on his keyboard. 

“We wished to search out one thing that was immediately relatable … then give it a ‘splendidly completely different’ twist,” Wigglesworth defined. “On this case, it was the pet hamster that has lived within the nook of each home throughout the nation. Solely this man has a life and a soul. He’s a performer, a savant–positively not your regular hamster.”

Whereas many manufacturers use animal mascots of their promoting for an prompt cute issue, Pringles and Gray took it a step additional. The company created miniature gig posters for “Synth Hamster” and fly-posted them round London and on social media to tease the marketing campaign. Later, the rockstar rodent additionally plans to launch an album. 

Posters the scale of a hamster promoted a gig that includes the rockstar rodentPringles, Gray London

The advert will run on U.Ok. TV, on-line and social media. Jeff Low directed it by means of manufacturing firm Biscuit Filmworks. 

Persons are more and more acutely aware about what they eat, however they don’t wish to hand over on style which stays the #1 class driver. The brand new Pringles Multigrain vary opens up a brand new style dimension, and this enjoyable and shocking marketing campaign is certain to spark curiosity and trial,” Elena Mancini, advertising supervisor for Kellogg’s EU, stated in a press release.


Consumer: Pringles​
Artistic company: Gray London​
International chief artistic officer: Javier Campopiano​
President & chief artistic officer: Laura Jordan Bambach​
Govt artistic director: David Wigglesworth ​
International group artistic administrators: Christopher Lapham, Aaron McGurk​
Creatives: Christopher Lapham, Aaron McGurk​, Cameron Sutherland
Design: Christopher Lapham, Aaron McGurk​
Company planning accomplice: Lee Barber​
Company technique director: Gilliam Caldwell-Dunn  ​
Managing accomplice: Agi Varanyi​
Group enterprise director: Tamsine Foggin​
Account director: Alice Ashwell ​
Company government producer: Nazneen Learn​
Company senior producer: Anthony Borkett​
Assistant producer: Angel Nkomo​
Company challenge supervisor: Elly Knott​
Media company: Carat​
Planning accomplice: Greg Paterson​
Market planning director: Chantelle Townsend​
Account director: Becky Linares​
Planner: Oli Rose
Manufacturing firm: Biscuit ​Filmworks​
Manufacturing firm producer: Kwok Yau​​
Manufacturing firm government producer: Rupert Reynolds-MacLean​​
Director: Jeff Low​
D.O.P: Matthew Emvin Taylor ​
Manufacturing design: Ollie Hogan ​
Edit home: Shift Put up London​
Editor: Saam Hodivala​
Edit submit producer: Kirsty Oldfield​
Edit assistant: Adam Buckmaster​
VFX studio: Untold Studios: ​
VFX CD: Ben Cronin​
VFX supervisor: Rebecca Clay​
Lead artiste: Tom Moreland ​
VFX artists: Wealthy Harris​
VFX producer: George Reid​
VFX government producer: Ian Berry​
Coloration: Untold Studios​
Colorist: Julien Alary​
VFX government producer: Ian Berry​
Music composition: Jeff Low​
Sound studio: Gramercy Park Studios​
Sound engineer/head of audio: Zak Kurtha​
Govt producer (sound): Richard Donaghue

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