Smith’s celebrates sports fans and variety in latest campaign featuring Stephen Curry

Smith’s Crinkle Cut Chips has launched a new ad campaign through Clemenger BBDO Sydney celebrating the diversity of its range by comparing it to the the diversity of sports fans.

The new campaign features the voice of actor Stephen Curry and celebrates the various roles different fans play, ending with the tagline “whatever fan you are, open a bag of Smith’s, coz we’re for all fans”.

Malcolm Caldwell, creative director at Clemenger BBDO Sydney, said: “Smith’s potato chips have been a part of the fabric of Aussies lives for decades with families and friends enjoying them while watching sport. This campaign is a fun look at the many different types of sports fans out there and their love of the country’s favourite chip.”

Marketing Director of Smith’s, Jenni Dill, said:  Smith’s is for all fans, and our new campaign is one of the most engaging pieces of communication yet developed for Australia’s much loved chip brand – Smith’s. You know you love ‘em”.

The new campaign rolls out across TV, print, outdoor and digital executions.

Clemenger BBDO Sydney

Malcolm Caldwell – Creative Director

Ian Broekhuizen – Creative Director

Nick Bonney – Senior Art Director

Denny Handlin – Senior Copywriter

Graham Alvarez – Senior Strategy Planner

Jill Cummins – Strategy Planner

Jo Howlett – Senior Producer

Jasmina Krnjetin – Group Account Director

Ryan Corlett – Account Director

Tom McManus – Account Executive

Rachel McEwen – Account Coordinator


Senior Marketing Director – Jenni Dill

Senior Marketing Manager – Sheri Juchau

Brand Manager – Kimberly Pettet


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