• by Erik Oster , December 11, 2023

Pringles is back in the Big Game for the seventh consecutive year.

A spokesperson for the Kellanova (formerly Kellogg Company) brand confirmed it will be returning to the Super Bowl with a new 30-second ad (going rate: around $7 million. Pringles’ Super Bowl ad will run in a prime spot during the game, airing at the end of the first quarter.

In a statement, a brand spokesperson described the ad as “uncanny,” adding, “The brand will continue to bring the humor and entertainment viewers know and love, but with a completely new direction.”

The humorous approach referenced includes last year’s 30-second ad, “Best Of Us,” which  focused on everyone from a surgeon, to a judge, to singer-songwriter Meghan Trainor, getting their hands stuck in the brand’s distinctly tube-shaped cans when reaching for that last chip – with that ad itself continuing a theme from 2022’s “Stuck In” spot.

Pringles made its Super Bowl debut in 2018 with an ad starring actor and comedian BIll Hader focused on “flavor stacking” -- or combining multiple flavors of the chips by stacking them on top of each other --  a theme it explored in different ways over a series of subsequent ads.

It seems a fair assumption based on the”completely new direction” statement, then, that Pringles is shifting gears again, and this year’s effort will not focus on hands stuck in cans. Multiple outlets reported that Pringles partnered with WPP’s Grey on the campaign, but as of press time the brand had not independently confirmed this to Marketing Daily.