2021 PRO Awards Winner – Pringles, Adult Swim + Grey New York

“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to earn brand love and drive sales lifts, all while highlighting Pringles’ unique flavor-stacking messaging. But how do you break through to a notoriously skeptical target? By tapping into the biggest entertainment event in the U.S.: Super Bowl.