The short film in question goes like this –
Two young guys, Hipsters, let's be clear, walk into a nondescript supermarket and approach the Pringles stand. They're offered a sample of whatever new recipe chip is in the tube, and proceed to taste it, when –
Shit starts to explode around the aisles, food packaging, glass, vegetables, all turned into airborne projectiles. People duck and dive to the floor as the destruction continues.
Now here's where my problems start; these two Hipsters do not then do what any normal person in that situation would do. Oh no. This is advertising land. And European advertising land I imagine (more on this later).
Hipster boys do not appear shocked, appalled, or in any way distressed that their action has caused so much damage. Not one bit. They laugh, look at each other, and take. Another. Bite. Yes, having got the taste for wanton destruction and possible injury or death to innocent people, these two nut jobs proceed to cause more damage!
Obviously the marketing agency, or whoever paid for the thing, wanted to focus on sour cream and onions exploding around the supermarket, as that is the taste we are to assume is also exploding in these two eejits mouths. At least that's what I took to be the entire concept of the advert.
But here's the thing – it seems to encourage actively destroying other peoples property, and endangering lives, merely for the new, more explosive, taste of Pringles. It also shows the two Hipster dudes laughing and smiling about the entire incident. Hello? Mental asylum? Yes, two of your patients have destroyed a supermarket. No, not Pepsi, Pringles. Yes, we'll keep them away from the yoghurt aisle.”
And that's just disturbing. I mean, why, if you take it back to the start, and accept that this is a world where this can happen, would you put an explosive food out on display and offer it for tasting in the first place? That's just silly.
And silly is something European adverts seem to do. All the time. It's as if once a concept is mentioned, everyone at the meeting delves into a book of 1980's comedy and picks out a joke at random, and tries to shove the essence of that outdated joke into the concept that has all the appearances of coming from the mind of a 12 year old boy - “KILL EVERYTHING!!!”
The tagline (if I remember it correctly) is “The great new taste of Pringles – Exploding with flavour!” or the like. Except, the Pringles do not explode. Everything around them does. And that's not ideal for a product you eat.
I'm looking forward to the next Pringles advert with morbid curiosity.