| Title | CRISP IN / CRISP OUT |
| Brand | PEPSICO |
| Product/Service | WALKERS CRISPS |
| Category |
A07. Use of Licensed / Adapted Music |
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Entrant
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PEPSICO Reading, UNITED KINGDOM
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Idea Creation
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VCCP London, UNITED KINGDOM
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Production
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OUTSIDER London, UNITED KINGDOM
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Post Production
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FRAMESTORE London, UNITED KINGDOM
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Post Production 2
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FINGER MUSIC London, UNITED KINGDOM
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Credits
| Fernando Kahane |
PepsiCo |
Marketing |
| Irina Panescu |
PepsiCo |
Marketing |
| Philippa Pennington |
PepsiCo |
Marketing |
| Adam Sears |
VCCP |
Creative |
| Ben Evans |
VCCP |
Creative |
| Ross Cameron |
VCCP |
Planning |
| Olivia Packshaw |
VCCP |
Account management |
| Tori Cleland |
VCCP |
Account management |
| Ed Mueller |
VCCP |
TV Producer |
| James Rouse |
Outsider |
Direction |
| Benji Howell |
Outsider |
Production |
| Alex Melman |
Photography |
Photography |
| Bill Smedley |
Bill Smedley |
Editing |
| Art Jones |
Framestore |
Editor |
| Simon Bourne |
Framestore |
Colourist |
| Paul O'Brien |
Framestore |
VFX Lead |
| Anthony Moore |
Factory |
Sound Design |
| James Utting |
Factory |
Sound Design |
| Sian Jenkins |
Framestore |
Producer |
Write a short summary of what happens in the film
In our ad we show people from across the UK debating the age old lunchtime question: Crisps in or out of your sandwich. The ad playfully moves through different individuals showcasing their idiosyncratic lunchtime habits. We set scenes in the home, the office, outside school and even in a posh restaurant to illustrate how this debate is UK wide across all generations. From a confused grandson to a disturbed boyfriend to a mortified wife, we show how polarising crisps in your sandwich can truly be! At the end of our film we turn and address the British public and ask them: are you crisp in, or crisp out?
Cultural / Context information for the jury
Pre-pandemic, 1 in 10 lunches eaten outside of the home included our product. Post-pandemic, eating habits were turned on their head and we were faced with a big challenge to reassert our crisps as a staple for the lunchtime occasion.
Through research we discovered that when it comes to how people consume crisps at lunchtime the nation is divided. 26% of people told us they loved putting crisps inside their sandwich, 34% of people wouldn’t dream of it and 39% enjoy both ways (In and out).
Digging further, social listening uncovered that 22,000 people mentioned crisps sandwiches on their platforms (data from 2020), while focus groups revealed that 1 in 3 who eat lunch ‘Crisp In’ are ashamed to tell people. With the above in mind, it was a no-brainer to amplify the British debate and get the whole nation to open up about how they eat their lunch.
Tell the jury about the choice of music track.
Patsy Cline's classic 1961 hit, Crazy.
There’s no better song to sum up how the crisp debate can make people feel than Crazy. We wanted something fun and unexpected to compliment the naturalistic underplayed performance of the advert itself. We were looking for a track which supported the sense of humour and helped the idea that some people just can’t seem to get their heads around stuffing two pieces of bread with crisps.
Patsy’s lovely soft voice and slow relaxing pace gives space for the all important deep crunch of crisps that occur throughout the film!