Photoblog 2: Pringle Advert

Photoblog 2:

Pringle Advert

https://youtu.be/gGEv54rLvgs

Pringle Advert is a short animation by youtube creator PilotRedSun. PilotRedSun is known for his brief animations which are often vexing, humorous or downright disturbing. PilotRedSun is a master of confusion, using familiar images and shapes as vehicles for absurd or sinister scenarios.

Pringle Advert begins with a simple pink background with four images of Pringles brand chips seemingly randomly placed in the background. The sight of the chips along with the video title instantly places an expectation in the viewer that they will be viewing an ad for Pringles chips however, the strange placement of the photos simultaneously places an unease; a feeling that something is not going to be quite right about this advert. Shortly after, a being fades into view accompanied by an eerie drone. This is the most interesting and significant aspect of PilotRedSun’s work.

Instantly, through semiotics, we recognize the Pringles mascot as an iconic sign. But the Pringles mascot before us is disheveled, wrinkled and rather horrific. PilotRedSun utilizes the cognitive dissonance created by blending an iconic symbolic with disturbing imagery to create a strangely attractive discomfort, that manifests in its ability to capture the attention of its viewer. This new image of a dark and dreary Pringles man creates a new expectation that this man will be brooding or posses a terrifying voice. The knock-off chip mascot then speaks in a calm and quiet voice, urging us to purchase his “exquisite cuisine”. After tempting us to buy his product, the Pringles man changes his tone as his face becomes seemingly displeased.

“What’s that? You’re going to get Doritos instead?”, the figure is upset but keeps his speech steady and calm. He fades away as the droning climaxes and dissipates, leaving us with a final passive warning about buying another brand of chip: “You will regret that purchase”. The screen then turns to black before the animation ends.

The creative emphasis of PiotRedSun’s animation is his use of semiotics and iconic symbols to create a basis of relatability for the audience in combination with his shocking and detailed art style. Through the aforementioned perceptive techniques PioletRedSun forms a dissonance that firmly grounds the attention of a viewer. PilotRedSun uses our expectations and cultural knowledge as bait to confuse and amuse us. His work becomes highly fascinating with each view, and his youtube channel contains a trove of amazingly unique and creatively disturbing work that only becomes more interesting when we analyze the use of imagery therein.