Pringles, makers of the stackable potato chip in 14 flavors, has officially released its 2019 Super Bowl ad—one that happens to celebrate stacking and flavor.
As Adweek has reported, the 30-second ad builds on “Flavor Stacking,” a theme introduced in last year’s Super Bowl spot. Flavor stacking is the practice of piling up multiple Pringles’ flavors in order to create a new flavor suited to the individual snacker’s tastes. According to the company, there are 318,000 flavors that can be created by stacking up three Pringles chips.
While last year’s spot starred actor and comedian Bill Hader, 2019’s effort features no celebrity—unless you want to count a personal digital assistant who looks and sounds a lot like Amazon’s Alexa.
But it is a deeply depressed Alexa knockoff that forms the center of this ad, created by Grey Group and appropriately titled “Sad Smart Device.” As two ordinary young men busy themselves with their flavor stacking, the device laments the fact that it can never partake, since it has “no hands to stack with, no mouth to taste with, no soul to feel with,” and so on.
The device proceeds to bemoan the cruelties of life until one of the two humans in the spot interrupts with an order to play a tune. The moment is a familiar nod to the feelings of mild fury that often arise after only a few minutes of listening to the likes of Alexa and Siri, whether one is stacking Pringles or not.
The spot is scheduled to air during the game’s second quarter.
In a supporting effort also announced today, Pringles will give fans in Boston and Los Angeles a chance to win “flavor stacks” themed to those cities simply by tweeting @Pringles. Fans who don’t live in those cities will have to just create their own flavor stacks, taking the necessary precautions not to make their digital assistants feel left out.