In advance of Super Bowl LIII, Pringles has released three teaser videos of the spot it plans to air in the second quarter of the game. The ad will star an Alexa-like personal digital assistant that is heartbroken over the fact that it cannot taste Pringles.
Like last year’s effort (Pringles’ first commercial foray into the game), this year’s spot will be themed around “Flavor Stacking,” the practice of combining two or more varieties of Pringles to create whatever flavor the consumer desires.
Introducing the concept in 2018 was comedian Bill Hader who, with the help of two daffy assistants, created “Jalapeno Barbecue Pizza” by sandwiching three chips with those respective flavors.
Speculation over what celebrity may star in this year’s ad may have been laid to rest with the appearance of an Alexa-like device that volunteers its lament over the fact that Pringles are a delight that only homo sapiens can enjoy. Clearly, the viewer is supposed to feel bad for the robot.
“This year’s ad imagines the extreme sadness one would feel if they couldn’t enjoy the taste of Pringles,” Pringles vice president of marking AnneMarie Suarez-Davis explained in a statement.
Of course, a digital assistant can’t really feel true sadness either, but suspension of disbelief seems key to enjoying this effort.
“I cannot taste Pringles. I can only order them,” says the device in one of the six-second clips. In another, she confesses how a “storm silently rages inside of me”—again, because digital gadgets have no mouths or taste buds. Finally, the device confirms its inability to partake of sensory pleasures when it says: “Do I dream of Pringles? I don’t dream.”
Pringles played a riff on its flavor-stacking theme with the tag line: “Get stacking. Or not”—a presumptive reference to the fact that the digital assistant is cut off from the realm of human experience.
Pringles will support its Super Bowl ad—created by Grey Group, which also produced last year’s spot—with a broader marketing campaign made of social-media and ecommerce elements.
Since the debut of Flavor Stacking, the brand has touted the fact that Pringles’ many flavor varieties can be mixed and matched to create 318,000 unique flavors. For game day itself, Pringles has created three signature ones, including Napkin Free Nachos (Jalapeno, Original and Cheddar & Sour Cream.)
The possibility exists that a human celebrity will appear in the upcoming ad, though the brand has yet to reveal the star’s identity.
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 LIII Ad Tracker. And join us on the evening of Feb. 3 for the best in-game coverage of the Super Bowl commercials anywhere.