Procter & Gamble Co.'s Pringles brand will air a consumer-created ad made for just $600 during a prime-time slot on Christmas Day that could potentially reach about 10 million holiday viewers. The 40-second spot is the winner of a "Jingles for Pringles" competition and couldn't be more different from last year's Christmas Pringles ad. -- an extravaganza created by Grey Advertising that featured a host of top European soccer players.
$4,000 prize
Nils Elders, a 25-year-old musician and teacher from Aberdeen, Scotland, won the $4,000 prize with his "South Park"-inspired animated effort featuring a choir of giggling, dancing, singing Pringles chips dressed in Santa hats. Viewers also see Mr. Elders singing and playing the guitar in the spot. The "Jinglin' Pringlin'" spot took him three days to create on his home computer, and was the standout effort from "hundreds" of entries, according to P&G.
The marketer had originally intended to use the contest to find a jingle to provide the soundtrack for one of its own TV ads, but Mr. Elders' work was judged good enough to run as a stand-alone spot. Pringles was so impressed with it that the commercial will run in all the TV slots bought for Pringles on Christmas Day in the U.K.
Although Mr. Elders has won the big prize, there is still $4,000 up for grabs each week until Dec. 29 for best entry of the week.
"I had great fun making the 'Jingles for Pringles' video, and was able to get some of the family involved too," Mr. Elders said in a statement. "It means I will be able to get my first five minutes of fame, and hopefully it may open doors for me in the future."
'Share them out'
The ad's lyrics go like this: "If you got Pringles share them out/And if Santa Claus is coming to town/Leave the Pringles by the chimney that will do/He'll be wishing you a Merry Christmas/And a Happy Jinglin' Pringlin' too."
The spot finishes with a Pringle chip asking the mustachioed man on the pack, "What's Jinglin' Pringlin'?" The man replies: "Just eat your Pringles, O.K.?"
(Source: Advertising age)
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