Pringles US has rolled out a campaign 'Pringleleo', featuring actor and singer Sabrina Carpenter.

The campaign conceptualised by BBDO comprises an ad film that will be featured during this year's NBC Super Bowl on 8 February.

This marks Carpenter's debut for a Super Bowl commercial, and it is the brand's ninth consecutive year airing its ad film during the NFL matches.

In the film, Carpenter is shown having a phone conversation where she says she’s tired of boys and wants a man. As this plays out, she’s seen carrying a Pringles box, and the man on the can appears to prompt her to build him. Taking inspiration from the Pringles mascot, she creates her perfect partner, Pringleleo. She’s then shown taking Pringleleo out on dates, flying kites, going on drives, and even walking the red carpet with him. The film also features a game sequence and ends with the two sharing a kiss on the kiss cam. In the final moments, fans rush towards Pringleleo, break him apart, and start eating him, before the film signs off with the line: “Once you pop, you can’t stop.”

What we think about it: Smartly plays off Sabrina Carpenter’s Manchild persona, using humour and pop culture relevance to turn emotional fatigue into an entertaining brand narrative. While the Pringleleo idea is quirky and memorable, the spectacle occasionally risks overshadowing the product, making the brand payoff feel slightly secondary to the celebrity-driven storytelling.

The campaign was released on 4 February on YouTube and Instagram prior to the broadcast launch.