Pringles x Sabrina Carpenter for Super Bowl LX: Key Findings
- The "Espresso" singer stars in Pringles’ ad, marking her first Big Game appearance as brands lean into pop culture to secure Gen Z attention.
- Developed with BBDO New York, the campaign reinforces the brand's long-running, humor-first creative approach
- Super Bowl advertisers are broadening their reach, using celebrity, social-first moments, and experiential ideas outside the TV spot.
Campaign Snapshot
Sabrina Carpenter is officially entering the Super Bowl ad conversation.
The pop star will make her Big Game debut in Pringles’ commercial, airing February 8, as the snack brand continues to modernize its tone for younger audiences.
The campaign was developed in partnership with BBDO New York, Pringles’s longtime creative agency.
The partnership was announced with a teaser that leans fully into Pringles’ offbeat humor and Carpenter’s pop persona.
@eurosweetheart Pringlebrina for the Super Bowl #sabrinacarpenter#pringles#superbowl#commercial♬ original sound - swiftiesweetheart
The 15-second teaser shows Carpenter sitting on a kitchen floor, plucking “petals” from a flower made of Pringles chips while reciting a playful "He loves me, he loves me not" monologue.
The advert is short and sweet, using the Super Bowl LX date to end it, designed to travel easily across social platforms.
Pringles has also confirmed that the full spot ties back to its “Once You Pop, The Pop Don’t Stop” platform, with more previews planned ahead of kickoff.
Cultural Reach With Brand Credibility
Casting Carpenter reflects how brands are prioritizing collaborators with celebrities who carry culture with them.
Her appeal is driven by multiple hit songs, two Grammys, streaming success, and a social-native fandom with nearly 108 million followers across platforms.
This presence has translated into brand work with Dunkin', Johnnie Walker, and Fortnite, each tapping her ability to move comfortably across lifestyle, premium, and gaming culture.
Carpenter offers reach with credibility, a tone that feels current, and a persona that travels cleanly across TV, social, and experiential formats.
This collab strengthens brand recognition by attaching Pringles to a rising cultural figure while keeping its voice familiar, a balance that supports both reach and trust.
The snack brand has followed a similar formula in recent Super Bowls, previously featuring Adam Brody, Nick Offerman, James Harden, Andy Reid, and Chris Pratt.
Alongside humor and celebrity-led ads, Instacart is highlighting local produce and brand growth, while OpenAI returns to the Super Bowl to reinforce its competitive positioning.
Carpenter’s debut updates this lineup for a younger, digitally fluent audience that engages with brands in real time, driving early conversation across social feeds and comment threads.
Brands Chase the Second Screen
Early signals from Super Bowl LX suggest advertisers are thinking past the traditional 30-second TV spot and designing moments meant to live across platforms.
Alongside Pringles’ in-game presence, brands are leaning into live and social-first executions that match how audiences now watch the game, often with divided attention.
Skittles, for instance, has confirmed that Elijah Wood will appear in a live activation staged from a fan’s home, streamed across social channels during the game.
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The choice reflects a growing emphasis on immediacy and participation, where impact is measured by conversation and circulation as much as reach.
The initiative will be streamed across social channels during the game, signaling a shift in how brands measure Super Bowl impact.
This approach is changing how brands treat the Super Bowl timeline itself.
Attention is no longer concentrated on kickoff Sunday alone, with momentum building weeks earlier across feeds, group chats, and shared clips.
Pringles choosing to be a part of Carpenter’s milestone reflects a clear preference for cultural relevance that already exists.
- Access to Gen Z and Alpha attention, anchored in a fandom that already follows her across platforms.
- Cultural credibility without tonal risk, pairing a recognizable personality with established humor.
- Longevity beyond game day, connecting the brand to an artist whose presence extends past a single media moment.
Pringles’ Carpenter-led ad illustrates how established brands can stay relevant by updating who they align with, not just how loudly they show up.
Our Take: Is Pringles Playing the Moment Right?
I think the choice of Carpenter reflects a clear read on where attention sits in Super Bowl advertising.
Her tone, timing, and online presence match how Gen Z engages, responding first to personality and cultural fluency before message.
What I find most effective is the restraint.
The teaser trusts recognition and tone to do the work, which signals confidence in a category where noise often replaces clarity.
This allows the campaign to build momentum through recognition and cultural fit.
It supports sustained attention as audiences encounter it repeatedly across feeds, conversations, and game-day moments.
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