Packaged goods advertising is often mind-numbing. So, imagine everyone’s surprise to learn that Pringles is Mind Popping. What is Mind Popping? This is Mind Popping: the universe is shaped like a Pringles chip. Saying so takes ‘self-absorbed’ to a saltier place. But it’s fun, so let’s watch.

Pringles worked with London-based advertising agency Grey/UK on the activation.

Christopher Lapham and Aaron McGurk, Global Group Creative Directors at Grey stated: “When we researched Pringles we started to discover stories and facts that blew our minds. The fact that a famous sci-fi author invented their baking machine, that the universe is shaped like a Pringles chip, and that the chip perfectly fits the tongue, all led us to the thought of ‘Mind Popping’ and how, what looks like a simple potato chip, is in fact so much more.”

Alongside the campaign launch, Pringles will host a five-minute Mind Popping light show created by experiential agency Onepointfive at the Lee Valley VeloPark (London 2021 Olympic Velodrome), featuring animations and influencer content from Ollie B. The Mind Popping light show will be webcast live on Pringles’ YouTube channel at 7:30 pm GMT on the 9th February 2022.