Rice Cracks fired the first volley with a DDB-developed TVC, which opens with firemen emerging from a burning building. Reporters scurry around them and one asks how the blaze started. The fire chief takes out a potato chip and holds it into the naked flame of a lighter. It burns impressively, surprising everyone.
Pringles quickly countered with a TVC of its own, developed by Hwa Wei & Grey. Its version features a camera crew on a set with actors dressed as firemen. Then the director shouts "Cut and everyone rushes for a table laden with Pringles potato chips.
Holding a canister of Pringles, a fireman says, "This is my favourite." Then turning to point at the film set behind him, he adds, "That's my job."
