After expanding its efforts in the esports industry earlier in 2019, Pringles has launched a series of commercials dedicated towards esports.
The series is a tribute and reissue of “Mac vs PC” commercials that were run last decade and will be broadcast in stadiums during events throughout the year.
Carl Kuhn, Account Director for Esports at Jung von Matt/SPORTS shared his thoughts on the tribute: “When you look at the films of various brands in esports today, you see little that is new. Fans in jerseys, stadium shots, fast cuts and fast music. Many non-endemics that are new to the market just copy the learned mechanisms from endemic brands. Pringles, on the other hand, have seized the opportunity and chosen a different approach, leveraging their brand DNA. The result is a humorous concept that celebrates the esports community and its facets.”
After a year of partnership with ESL, Pringles extended its deal with ESL in February. The partnership now covers several national and international esports events across Central and Eastern Europe, as well as the Nordics.
Toan Nguyen, Partner at Jung von Matt/SPORTS also commented: “When we worked out the product differences between Pringles and regular chips in the context of gaming, we inevitably had to think of the MAC vs. PC spots that are still icons of marketing history today. The minimalist setting and the subtly smart, humorous style with its competitive nature fit well with the gaming community.”
Esports Insider says: The commercials themselves should be pretty well received by esports fans, they don’t feel overly forced and don’t try to advertise Pringles in a stupidly-serious way – it’s all in good fun.