Thursdays In Review

On Thursdays, we read reviews or news stories about art and study the language used to describe them.  This week’s article is about the upcoming Pringles Super Bowl ad campaign, created by Grey Group.  The photo is from Getty Images.

Here’s the first part of the description from Adweek:

For the first time, Pringles will be making a national appearance in the Super Bowl LII on Feb. 4, with the debut of a new campaign—”Flavor Stacking.” According to the Kellogg’s snack food company, the 30-second spot, dropping in the first half of the Big Game, will “introduce Americans to an entirely new way to enjoy their Pringles.”

The campaign, created by Grey Group, will run throughout 2018.

“Flavor Stacking” itself teaches the Big Game’s fans how to combine different flavors of their favorite chips (Cheddar Cheese plus Sour Cream & Onion, perhaps?), according to Pringles.

The Super Bowl is the championship game for American football.  It’s a very popular event and many people watch it on TV, so the commercials that play during the Superbowl are very expensive.  They are usually the most creative and funny commercials you will see all year.  Some people who don’t even like football will watch the Super Bowl just to see the commercials.

Pringles are a popular kind of baked chips that come stacked in a tube.  The “flavor stacking” idea sounds like a clever gimmick to get people to buy many flavors of Pringles to eat together.  I’m curious to see how Grey Group will convince the audience to try this idea.

Here’s the second part of the description:

“The Pringles Super Bowl advertisement is an opportunity to show people a fun, new way to enjoy their favorite Pringles flavors with their family and friends,” said Yuvraj Arora, Kellogg’s U.S. Snacks’ senior vice president of marketing. “Whether there are four people at home or 30 people at your party, this idea’s ‘Now, why didn’t I think of that?’ spirit brings a whole new way to snack during the Big Game this year.”

The company said in an announcement that the Super Bowl weekend is historically a strong one for Pringles sales, with them “well above normal levels.”

Grey Group creative director Brian Platt added in the statement that the campaign is “hilarious.” A teaser has not yet been released so we will have to wait and see if that proves true.

That last sentence in the first paragraph is very complex. It’s clever, but it’s a little difficult to read because it’s so long and the grammar is complicated.  I think a clearer way to say it would be “Whether there are four people at home or 30 people at your party, this idea’s innovative spirit brings a whole new way to snack during the Big Game this year.”  One word takes the place of seven.  Other words that could work well in this place are ingenious, creative, or imaginative.  Sometimes being clear is better than being clever.  I think this is one of those times.

What do you think of this article?  Which words or phrases do you like best?  Do you have questions about the vocabulary?  Do you want to suggest a review for me to discuss next week?  Leave a comment below!

To read the original article, written by Lindsay Rittenhouse on December 20, 2017, click the link below: http://www.adweek.com/brand-marketing/pringles-will-make-its-first-national-appearance-in-the-super-bowl/

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Jessica

I help artists and designers with their English so they can focus on being creative and changing the world.

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