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One month after revealing its Pickle Rick-themed flavor, Pringles has released its 2020 Super Bowl teaser featuring Adult Swim’s dimension-traveling duo: Rick and Morty.
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When Morty suspiciously touts Pringles’ stacking capabilities—one pizza, one barbecue, and one jalapeño—Rick quickly realizes something’s up. Enter an army of Pringle-bots, disguised as Morty Smith, as Rick comes to the realization that they’re stuck in a Pringles commercial.
The 30-second spot, which features the first-ever animated stack of Pringles, is created by Adult Swim in partnership with Grey Group. It will air during the second quarter of the Super Bowl.
“With alternate universes taking a front seat in pop culture with television and movies, we love how ahead of trend Dan Harmon and Justin Roiland were when developing the concept for the show,” said Gareth Maguire, senior director of marketing for Pringles. “The Pringles brand aims to do the same with flavor development and product innovations. As a result, when identifying a partner for our ad campaign this year, their forward-thinking attitude combined with the show’s popularity and younger audience made this partnership a natural fit.”
The spot will be supported by a fully integrated marketing campaign including digital, social media and e-commerce. That’s in addition to the aforementioned Pickle Rick-flavored chips, which will be sold in stores beginning in early February.
“Rick and Morty is the biggest comedy show around, so of course we were extremely excited about their first trip to the Big Game,” Jill King, senior vice president, marketing and partnerships, Adult Swim, said in a statement. “With Pringles’ fun personality and devoted audience, there’s no better partner for Rick and Morty’s big debut. There are a lot of Rick and Morty fans out there, and they’re all going to go crazy when they see it, but it’s going to be so fun sharing it with an even wider audience, who we are confident will love it too!”