SINGAPORE – Ogilvy/Hogarth Singapore has partnered with production house 116 Pictures and visual effects studio Juice to launch a vibrant global rollout for Pringles. Directed by Oren Kaplan, the multi-market campaign deftly blends humor with cultural nuance, traversing a diverse map that spans Korea, Australia, New Zealand, Indonesia, Thailand, Saudi Arabia, and the United Arab Emirates.
At the heart of the campaign is Pringles’ playful spirit. Yet the production journey was anything but simple. With comedic casting spread across vastly different time zones and cultures, the remote nature of talent selection and direction presented its own set of logistical intricacies. Director Oren Kaplan, however, embraced the challenge head on, deftly capturing sharp, region specific comedic moments from actors based in Dubai, Seoul, Bangkok, Jakarta, and Australia.
The Bangkok-based production took advantage of Thailand’s renowned creative talent pool, leveraging meticulous set builds and exceptional art direction to bring Pringles’ vibrant and quirky vision to life.
Post-production was helmed by the Warsaw-based Juice, whose team elevated the films with a dynamic mix of CG environments and bespoke VFX work tailored to each market. From digital crowds to cheeky flying chips, Juice created over 127 unique film versions, optimized for digital and mobile first audiences across the regions. Smart adaptation processes, including the use of AI for mobile cutdowns, ensured the integrity of both visual clarity and comedic timing remained intact.
The campaign has since sparked enthusiastic engagement across all its territories, racking up millions of views and reinforcing Pringles’ global appeal. This cross-regional effort underscores the creative synergy between 116 Pictures and Juice, and the campaign’s success stands as a testament to the value of deep cultural insight and technical finesse.
Gordon Westman, executive producer at 116 Pictures, commented: “This campaign was truly special, embracing humor and cultural nuances across multiple regions was a complex but rewarding challenge. The approach in casting and production allowed us to authentically resonate with diverse audiences, resulting in a campaign we’re proud to share globally.”
Juice’s head of production Maciek Gołębiowski emphasized the creative challenges and scope of the VFX work, adding: “Working with Oren was great, his vision and flexibility made the creative process smooth from start to finish. Having a director who truly understands VFX is always a blast on the job and it was fun overall, with plenty of set extensions, digital crowds, and those playful flying chips that drive the campaign’s comic narrative. We also streamlined the adaptation of cuts for mobile formats with AI, ensuring sharp detail and humor intact.”
Client: Pringles
Director: Oren Kaplan
Agency: Ogilvy/Hogarth Singapore
Production: 116 Pictures
VFX & Post-production: Juic
