This French ad shows that Pringles Hot & Spicy is so hot that it will melt the roof above your head. If you were living in an Eskimo igloo, of course. But don't we all?
The creative ad was photographed by F.A. Cesar for ad agency Callegari Berville Grey, Paris.
The creative teams includes art director Giovanni Settesoldi, copywriter Luissandro Del Gobbo.
Implications - Consumers love advertising that takes the time to make them laugh, or that they can enjoy for narrative reasons. Marketing campaigns give their customers enough credit by working to amuse them and prove to be far more willingly received by even the most staunch detractors or most apathetic passersby.
Ice-Melting Ads
Pringles Hot & Spicy Brings Down the Igloo
Trend Themes
1. Humorous Advertising - Advertising that makes consumers laugh or provides entertainment value will likely be well-received.
2. Narrative Marketing - Marketing campaigns that tell a story or have a narrative element can engage customers more effectively.
3. Consumer Credit - When advertisers trust and respect their customers' intelligence, it can lead to more positive reception of their campaigns.
Industry Implications
1. Advertising - Humorous and narrative advertising techniques can disrupt the traditional advertising industry and capture consumer attention.
2. Food and Snacks - Incorporating humor and storytelling into food and snack marketing can create disruptive innovation opportunities and differentiate brands.
3. Creative Agencies - Creative agencies that embrace humor and narrative in their advertising strategies can gain a competitive edge in the industry.