Pringles is revisiting the earliest days of computer gaming to tease its ‘Stay in the Game’-themed campaign launching in May, created by Grey London. A tribute to those who have ‘stayed in the game’ since gaming began.

Before the Metaverse, the cloud, the internet…players shared computer games using the sound of binary code loaded onto a system called the ZX Spectrum. So to celebrate its 40th anniversary, the go-to gaming snack brand decided to share a Pringles chip using the sound of binary code.

This new ‘Mind Popping’ campaign harks back to the early 80s and the 8-bit home computing revolution sparked by the mighty ZX Spectrum. At its heart is a Pringlesonic Chip, an 8-bit depiction of a potato chip created in binary code sound and sent out to the world in a teaser film.