The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Film

Stuck In

Agency GREY / New York + Kellogg's / Pringles + Townhouse / New York + MJZ

Client Kellogg's/Pringles


Online Films & Video / Long Form - Single

Annual ID


About the Work

Ever since the dawn of Pringles, people have gotten their hands stuck in the cans while reaching for that last crisp. In fact, studies show that 43% of people have gotten their hands stuck in a Pringles can. Many who experienced this phenomenon turned to social media to complain and tell their stories—leading the internet to be full of thousands of posts, comedy skits, and technological solutions on the subject. But instead of apologizing or making a change to their iconic cylindrical can, Pringles decided to turn this complaint into a compliment. Taking inspiration from the thousands of complaints across the internet, Pringles turned those collective experiences into a celebration of the phenomenon—all for the intended purpose of showing fans that there’s nothing wrong with getting stuck in. We did this through a film shot by Tom Kuntz, telling the story of a man who gets his hand stuck in a Pringles can—and lives his entire life with it, until his very last breath. We ran the social film on the very same social platforms that the complaints were originally posted on, “responding” to people in the same spaces where they interacted with us to begin with. The film was well-received by the public, earning praise from a wide range of publications such as Wall Street Journal, Complex, Variety, and many others—reaching 2 billion impressions.

2022 Awards

Total Points: 3




Grey / New York

Client / Brand

Kellogg's / Pringles

Production Company

Townhouse / New York


Tom Kuntz

Executive Creative Director

Peter Alsante

Group Creative Director

Leo Barbosa
Cuanan Cronwright

Account Executive

Jay McGill

Project Manager

Jane Ertle

Associate Creative Director/Art Director

Robert Jencks
Gemma Slack

Associate Creative Director/Writer

Tan Erginay
Athanasia Efthimiu

Director, Cultural & Inclusive Marketing

Chelsea Jenkins

EVP/ Global Account Director

Brian Weston

General Manager, Salty Snacking

Lyndsay Rogers

Global Creative Chairman & President, Creative Business

John Patroulis

Integrated Producer

Lauren Wood

New York Chief Creative Officer

Justine Armour

Planner Director

Nicolas Pilaprat

Senior Brand Manager

Dani Soper

Senior Category Manager, Marketing Services

Wendy Lindgren

Senior Marketing Director

Gareth Maguire

SVP/ Account Director

Kim Reeder

VP, Director of Integrated Producer

Kimberly Kietz

VP/ Account Director

Lindsey Martinangelo

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