Pringles has released a short teaser to its first Big Game ad, revealing Trainwreck actor Bill Hader as the star. He’ll be showcasing “flavor stacking” in the Super Bowl LII 30-second spot on Feb. 4.
“More people will see me in this than they have in the past three movies I’ve been in,” Hader jokingly notes in the short, which can be viewed below.
He might be right, but it’s not a self-own: Last year, 111.3 million tuned into the Super Bowl, which aired on Fox, according to Nielsen.
Considering Hader would need to learn how to “sing or dance or set off fireworks” to make it into the halftime show—a service, he said in the teaser, for which he’d charge the NFL about $400 million—the Pringles commercial is likely the best option for his Big Game debut.
In the Grey Group New York-created spot, Hader will act out the moment when he discovers how to “flavor stack”—the art of combining different Pringles chips for a mashup of flavors (like Bacon, Loaded Baked Potato and Jalapeño; or BBQ, Buffalo Ranch and Loud Fiery Chili Lime).
After Grey Group came up with the idea to “flavor stack” (while eating Pringles in its New York office), the agency brought in Hader and Documentary Now! director Rhys Thomas to pull the ad together.
“I’m excited to be working with Pringles,” Hader added. “I had no idea you could stack them until this experience.” (Considering they literally come stacked in a tower, that’s … interesting.)
Pringles will support the Big Game spot with an integrated marketing campaign throughout 2018, which will include digital and social media.
• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.
