BBDO New York Knows When It’s Time to ‘Break Out the Pepsi’

Last September, BBDO New York launched its first spot for Pepsi since 2008, when the brand shifted lead creative duties from BBDO to TBWAChiatDay, ending a fifty year relationship with the agency.

That spot, starring Marshawn Lynch, essentially took one joke and ran with it and, unfortunately, the agency’s latest campaign runs into a similar problem with an approach playing on the idea of breaking out a Pepsi for a celebration with comparisons between everyday accomplishments and NFL players scoring touchdowns.

“Checkers” shows a man name Rico getting in a triple-jump on Mr. Sanchez in a game of checkers. Rico imagines that it must be like what Odell Beckham, Jr. feels like when he scores a game-winning touchdown. The spot then plays on the idea, with Beckham imagining the reverse while in the endzone.

The spot will make its broadcast debut tonight when the New York Giants face off against Minnesota Vikings for Monday Night Football. Another spot starring Beckham will appear as part of the campaign later this month.

“Phone Number,” which debuted last month, applied the same formula to Antonio Brown and a college student finally getting the number of a classmate he likes.

Whatever humor there is in the premise wears out its welcome by the end of the first spot, making the recent effort feel like a missed opportunity to shake things up. That’s especially disappointing coming on the heels of a pair of solid FedEx spots from the agency. Hopefully BBDO New York can do that going forward as the “Break Out the Pepsi” tagline leaves plenty of room to explore new directions.

Agency: BBDO New York
Client: PepsiCo
Spot: Checkers

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Lauren Connolly
Creative Director: Monty Pera
Creative Director: Don Marshall Wilhelmi
Associate Creative Art Director: Todd Rone Parker
Associate Creative Copy Director: Dan Kelly
Group Executive Producer: Julian Katz
Executive Producer: Matt Nowak
Business Manager: Paul Cisco
Senior Account Director: Ladd Martin
Account Director: Lauren Munilla
Account Executive: Cornelia Madsen
Planning Director: Chris Cummings
Engagement Planning Director: Yin Chung

Production Company: World War Seven
Director: David Shafei
Director of Photography: Bryan Newman
Executive Producer: Josh Ferrazzano
Producer: Bo Clancey
Production Supervisor: Michael Mitchell

Edit House: Fluid
Editor: John Piccolo
Assistant Editor: Evan Johnston
Executive Producer: Laura Relovsky
Senior Producer: Valerie Iorio

Flame/VFX: Chris Davis
Flame Assistant: Cliff Moller
Colorist: Stephen Picano

Audio: Mr. Bronx
Audio Engineer: Eric Hoffman
Producer: Claudia Gaspar

Pepsi's Emoji Billboards and Instagram Photos Are Cool in Ways That the TV Isn't

There’s no getting around the fact that emojis, whatever their social equity among young people, are quite literally cartoony. And if you’re going to build a whole global ad campaign around them, as Pepsi has done with PepsiMoji, it’s going to feel pretty lightweight. And indeed, the five-second TV ads, which we wrote about earlier, are bubbly but also fleetingly goofy—all the more so because of their short length.

Good thing, then, that Pepsi wisely decided to get some help from photographers for the out-of-home and Instagram elements of the campaign, created by Lloyd&Co. 

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Motive Trolls Coke for Pepsi

Motive launched a new campaign for Pepsi entitled “But Only with Pepsi,” which mocks two Coca-Cola marketing devices: the brand’s polar bear mascot and “Share a Coke with…” name on a bottle packaging. Two new 15-second spots bring the take-downs while hyping Pepsi’s summer promotion offering consumers the chance to win concert tickets.

Both ads open with a voiceover announcing, “This summer you can win tickets every hour to concerts of your choice” as two friends each buy a soda from a vending machine, one a Pepsi and the other a Coke, before the voiceover adds, “…but only with Pepsi.” In the ad with the more better takedown, a girl turns to her friend and says, “At least your name’s on the bottle,” to which she replies, “Do I look like a Larry to you?” It’s a succinct yet effective criticism of the name on a bottle stunt, emphasizing its randomness. A second spot sees a guy reassure his friend, “You still got the polar bear.” The spots promote the Pepsi Pass loyalty program app, which will offer consumers the chance to win tickets to concerts and even the MLB All Star game, as well as dining points at participating restuarants by scanning the barcode on Pepsi products.

“We know that there are few things that grab our fans’ attention as much as seeing our beloved blue and that red next to each other,” Linda Lagos, brand marketing and digital director for Pepsi, told Ad Age. “It’s done well for us in the past, and it’s just something that we know works and that they love to see”

BBDO New York Takes ‘Do the Dew’ Global

BBDO New York has launched the first-ever integrated global campaign for Pepsi’s Mountain Dew, extending its “Do the Dew” tagline to new markets.

“Mountain Dew is one of our billion dollar brands and one of our fastest growing global brands,” explained Brad Jakeman, president, PepsiCo Global Beverages Group, in a statement. “It enjoys unparalleled leadership positions in countries like Pakistan and India, as well as the United States, and is one of the few brands – in beverages and throughout the consumer goods space – that has no real competition. It is truly a category of one.”

For the campaign, BBDO worked with director Justin Lin, professional skateboarder Sean Malto and Olymic snowboarder Scotty Lago. In the campaign’s launch ad, “Fireboard” (video above), Lin finds a unique way to light a bonfire with his skateboard, some duct tape and matches. Lago’s spot, entitled “Directions” has yet to be released, but we do know it will feature the snowboarder leaving a birdseed trail while tearing up some slopes in Canada.

In addition to the two broadcast spots, the campaign will also include digital content, print, OOH and social elements, and a “refreshed visual identity system.”

DDB New York Touts Sparkling Tea for Pepsi Lipton Tea Partnership

DDB New York launched an ad introducing a new line of sparkling teas for the Pepsi Lipton Tea Partnership, a collaborative venture by PepsiCo and Unilever, which also functions as a continuation of Lipton’s “Be More Tea” campaign.

With carbonated soft drinks in decline increasingly health conscious American consumers, the smaller prepared tea category has seen some growth, something the Pepsi Lipton Tea Partnership is trying to cash in on. “People like carbonated beverages, and I think Pepsi is very smart to try to try this sparkling tea product,” John Sicher, editor and publisher of Beverage Digest, told AdAge. “Tea is at the sweet spot of beverages that taste good and have some perceived health and wellness benefits.”

DDB avoids referring to the beverage line as “carbonated” (presumably due to consumers associating that word with unhealthy beverages) instead repeatedly using the terms “tiny bubbles” (Did somebody say “Tiny Bubbles?”) and “sparkling” in the ad. Bubbles are shown lifting people up as they enjoy the product, set to a cover of the song “Tiny Bubbles” by American Authors. Linda Bethea, senior director of marketing at Pepsi Lipton Partnership, told AdAge that one goal of the campaign is to create more “more tea-drinking occasions with the product, such as in the mid-afternoon.”

“We know consumers are reducing their consumption of soda,” she told the publication. “And as they do, they are coming to categories like tea and water.”

Can You Identify All These Famous Logos Redesigned by an Artist Into Chinese?

Turkish artist Mehmet Gozetlik has created a fascinating study in iconography with his latest work, titled “Chinatown,” where he deconstructs popular Western-based logos and reinterprets them in Chinese.

The resulting work is an interesting study in the effectiveness of a mark, and a true testament to the indelible impression these logos have in our minds. In the video below, Gozetlik shows us a glimpse into his process of creating one of his neon-sign designs into an actual neon sign:

“Chinatown is a Chinese translation of the trademarks in a graphical way” says the artist on his website. 

“It’s a carefully arranged series of artworks showcasing 20 well-known Western brand logos with maintained visual and narrative continuity. ‘Chinatown’ pushes viewers to ask themselves what it means to see, hear, and become fully aware. ‘Chinatown’ also demonstrates our strangeness to 1.35 billion people in the world, when you can’t read Chinese.”

Instead of simply translating the brand names into Chinese, the logos include a generic description of the product written in Chinese. So, even for those fluent in Chinese, the logos appear somewhat unbranded. 

Take a look below at some of these interesting studies in branding and see if you can figure them out on first glance:



Shell Gasoline


Burger King

London Underground


Levi’s Jeans

Chiquita Bananas




Diet Pepsi


Via Design Boom.

The Brooklyn Brothers Hype Halftime for Pepsi

Comedian Craig Robinson stars in agency The Brooklyn Brothers’ latest efforts for Pepsi’s “Hyped for Halftime” campaign, “Headin’ to Halftime,” a collaboration with Comedy Central.

The series (comprising three online spots) sees Robinson getting his band, The Nasty Delicious, together to play the Super Bowl Half Time show (a lifelong dream) with some help from Robinson’s fairy godmother. In “The Nasty What Now?” Robinson’s fairy godmother is introduced and we learn that The Nasty Delicious will be headed to Arizona. The group is actually Robinson’s band in real life, but in reality, of course, Katy Perry will be headlining the Pepsi Super Bowl Halftime Show. While it’s possible the Nasty Delicious could make a brief cameo before Perry’s performance, the band will be definitely be playing the night before at Comedy Central’s Key & Peele’s Super Bowl Comedy Special.

The second ad sees Robinson and his magic companion getting the band back together (they’ve gone on to some pretty important jobs). At over three minutes long it tends to drag along a part of the story that really should have been handled more quickly. Part three, meanwhile, sees Robinson attempt to get The Nasty Delicious’ groove back. The latest effort takes “Hyped for Halftime” to new levels of goofiness as the band finally performs, while working in something of a surprise ending.

Craig Robinson Tries to Crash the Super Bowl Halftime Show in Pepsi's New Online Ads

Katy Perry will be Pepsi’s top act for the Super Bowl halftime show. But how much better would it be if Craig Robinson and the Nasty Delicious were the headliners?

Pepsi might not want you to ponder that specific question. But the soft-drink brand has gotten the former Office star and his real-life band involved in its “Hyped for Halftime” campaign. Robinson, 43, stars in a new three-part online comedy series (the first part, below, was released Wednesday) in which a male friend turns into a fairy godmother and tries to get Craig to Arizona.

Ad agency The Brooklyn Brothers created the series with Pepsi, in partnership with Comedy Central. The Brooklyn Brothers have worked with Robinson before, having created an amusing episodic 2012 campaign for New Era caps starring Robinson and Nick Offerman as Chicago White Sox and Cubs fans.

Robinson and the Nasty Delicious will deliver a live “halftime” performance on Key & Peele’s Super Bowl Comedy Special on the night of Saturday, Jan. 31. And you have to figure they’ll be in Glendale, Ariz., the following night in some capacity—maybe as an opening act.

Meanwhile, here’s more from the “Hyped for Halftime” campaign:

Arby's Forgot to Feature Pepsi in an Ad, But This Apology More Than Makes Up for It

Arby’s wants you—and Pepsi—to know it’s really sorry that it forgot to feature the soft drink in two of its own ads this year.

The roast beef chain’s deal with the soda brand requires Arby’s to promote the drink in its own advertising. But by the time Pepsi (politely) reminded the fast food restaurant’s executives earlier this fall, Arby’s had already finished all of the year’s creative, reports The Wall Street Journal.

So, Arby’s and agency Fallon made this awesomely simple, self-referential spot, owning up to the mistake with a close-up of a sweaty pint of Pepsi and a voiceover from actor Ving Rhames feigning humbled indignation. The ad reportedly will only air in Minneapolis, New York and Los Angeles.

“We love you, Pepsi,” notes the clip’s YouTube summary. “You’re like a meat to us.”

It’s another gem from a growing vein of meta ads that poke fun at the marketing process, peeling back the curtain and inviting savvy consumers to take part in the joke. Newcastle Brown Ale has proven itself expert at this, and Norwegian bank Nordnet’s new ads make for a strong addition to the genre, as well.

Refreshing as the straight-talk may seem, though, it was all done with Pepsi’s blessing. Plus, odds are good that any Pepsi you order at Arby’s is going to come in a paper cup. 

Pepsi reúne estrelas do futebol na campanha “Now is What You Make it”

A Pepsi reuniu um elenco formado por estrelas do futebol – Robin van Persie, David Luiz, Sergio Ramos, Sergio Agüero, Jack Wilshere e Lionel Messi – e a cantora Janelle Monáe para a campanha “Now is What You Make it“. Criado pela 180LA, o comercial acompanha as peripécias sonoras da estrela do YouTube, Stony enquanto percorre algumas ruas de um morro carioca.

As experiências sonoras nos levam a uma cover de “Heroes”, de David Bowie, para obviamente terminar com uma multidão celebrando em uma campinho.

O filme também conta com uma versão interativa desenvolvida pela Interlude – responsável pelo clipe “Like a Rolling Stone”, de Bob Dylan – e que pode ser conferida aqui.

É impossível deixar de notar, entretanto, que um morro carioca é, mais uma vez, o palco para uma campanha gringa feita no Brasil. Apesar de o país ocupar uma superfície de 8.515.767,049 km2, parece que o cenário acaba sendo empre o mesmo, o que só ajuda a reforçar os estereótipos.


Pepsi assusta e diverte pedestres com ponto de ônibus inacreditável

Se depender da publicidade, esperar ônibus pode ser tudo, menos entediante. Os pontos de transporte público tem sido alvo preferencial de diversas pegadinhas recentemente.

A mais nova vem da Pepsi MAX, que realizou a invasão alienígena, robôs gigantes e toda sorte apocalíptica para quem calmamente aguardava no ponto, batizado de “Unbelievable”, seguindo a assinatura do refrigerante.

Não é a primeira vez que a marca brinca com os viajantes. No ano passado, o mágico Dynamo fez um show de ilusionismo com os ônibus de Londres.

Pepsi MAX

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Pense bem antes de dizer que algo é fake na internet

Em março do ano passado, a Pepsi chamou Jeff Gordon, piloto da NASCAR, para aplicar uma pegadinha em um vendedor de carros. O vídeo – com o susto monumental do pobre homem – fez muito sucesso e acumulou mais de 40 milhões de visualizações no YouTube. Foi até copiada aqui no Brasil depois.

Como tudo na internet, as acusações de que a brincadeira era armada pipocaram por todos os lados. Um dos que questionaram veementemente a autenticidade do vídeo foi Travis Okulski, jornalista do Jalopnik.

Pois bem. Com a ajuda de “amigos” de Travis, a Pepsi armou uma vingança. Jeff Gordon finge ser um ex-presidiário, agora motorista de táxi, e leva o jornalista para uma corrida que se transforma em fuga da polícia.

Tudo muito bem feito e divertido, mas, é claro, muita gente já diz que essa pegadinha é tão falsa quanto a primeira. De qualquer maneira, melhor não arriscar.

Pepsi MAX

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Pepsi apresenta mini-latas através de frases famosas do cinema

No intervalo do Oscar, no próximo domingo, a Pepsi vai apresentar suas mini-latas com um comercial que faz referência a diversas frases famosas do cinema.

Um assistente de produção precisa entregar o refrigerante para o ator Cuba Gooding Jr – não que ele mereça, considerando o tanto de filmes ruins que anda fazendo – e percorre um estúdio em que todo o elenco só se comunica através de sentenças clássicas de Hollywood.

A campanha assina com “Little Can. Epic Satisfaction.”, e a estratégia da Pepsi é apelar para o emocional, e não para a contagem de calorias, que é o comum para esse tipo de produto miniatura.

Criação da Mekanism.


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Budweiser lidera mais uma vez o top 10 do Super Bowl AdMeter

Se alguém ainda tinha dúvidas de que a Budweiser levaria, mais uma vez, a liderança do Super Bowl AdMeter, realizado pelo USA Today, elas acabaram. Puppy Love, o fofíssimo comercial criado pela Anomaly e estrelado por um cãozinho e os cavalos Clydesdale, ficou em primeiro lugar no top 10, repetindo o feito de Brotherhood no ano passado. Foram 57 comerciais exibidos no jogo de ontem, três a mais do que em 2013.

Foi a consagração total da marca e da agência, mas também serviu para mostrar que é possível contar boas histórias sem precisar complicar, emocionar, sem ser piegas. Basicamente, o que a gente espera do maior embate do mercado publicitário: que realmente sejam os melhores entre os melhores.

Outro filme da Budweiser, Hero’s Welcome, que mostra uma cidade recepcionando um soldado que está voltando para casa, ficou em terceiro lugar.

Doritos também se deu bem mais uma vez, e dois comerciais do Crash the Super Bowl ficaram em segundo e quarto lugares – Cowboy Kid e Time Machine, respectivamente. A invasão dos personagens dos anos 1980 no comercial da RadioShack garantiu à rede a quinta colocação, enquanto a Hyundai ficou em sexto com Sixth Sense.

A fofíssima Gracie, de Cheerios, Technology, da Microsoft, e Going All the Way, da Coca-Cola, ficaram com a sétima, oitava e nona posição. Soundcheck, da Pepsi, encerra o top 10.


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Pepsi transforma marcos de Nova York em instrumentos musicais

A Pepsi é a principal patrocinadora da NFL e, pela segunda vez consecutiva, e a responsável pelo show do intervalo (não aquele da rede Globo) com apresentação de Bruno Mars.

Em um comercial de aquecimento, que será veiculado antes do halftime, mãos gigantes tratam diversos marcos de New York e New Jersey como instrumentos musicais.

A criação é da Mekanism.


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Here’s the Groovy Little Pepsi Ad That Will Launch Sunday’s Halftime Show

Pepsi famously dialed back its volume of TV ads for this year's Super Bowl to focus on its sponsorship of the halftime show. Here's the ad from Mekanism that will run right before the halftime show begins. It shows New York City springing to life with music, with its landmarks serving as instruments. NYC is such a rich, inspiring place for this kind of approach. Nothing revolutionary, but a nice little opening number for Bruno Mars.


Pepsi Gives the Grammys Its Own Halftime Show in Lengthy Song and Dance

Super Bowl halftime sponsor Pepsi decided to get an early start on Sunday night when the gridiron met the Grammys for an NFL-style extravaganza featuring the musical stylings of football stars.

"You music artists, you're always giving football the best halftime shows," Deion Sanders announces to a faux Grammy crowd. "So tonight, football is paying music back." The result, from agency Scratch, is about as over-the-top and occasionally cringeworthy as you might expect, with performances from Terry Bradshaw, Shannon Sharpe, Mike Ditka and more.

Maybe we'll get lucky and this Sunday's halftime show, featuring Bruno Mars, will pack all of its anticipated insanity into a mere two-and-a-half minutes as well.

Pepsi is expected to air a single 30-second spot, created by ad agency Mekanism, during the Super Bowl broadcast.


SodaStream Super Bowl Ad Rejected Again for Calling Out Coke and Pepsi

UPDATE: Throwing around words like "uncensored" and "banned," SodaStream has now posted the original cut of its Super Bowl spot on YouTube. Watch it below.

In what has apparently become an annual tradition of feigned outrage, SodaStream says its proposed ad for this year's Super Bowl has been rejected for mentioning Coca-Cola and Pepsi.

The marketing team behind the do-it-yourself soda brewing machine tells USA Today that Fox is forcing the advertiser to remove a scene in which celebrity spokeswoman Scarlett Johansson says, "Sorry, Coke and Pepsi." A similar demand was made by 2013 Super Bowl broadcaster CBS, leading to the removal of all Coke and Pepsi logos from last year's SodaStream ad.

As with last year's spot, SodaStream will still appear in the Super Bowl but will need to provide an edit that doesn't mention competitors by name.

Advertising icon Alex Bogusky, who has been working on this year's Super Bowl spot for SodaStream, tells the newspaper he's disgusted "that Fox protects its big advertisers to the detriment of the environment and consumers." (Known these days for his vocal social consciousness, Bogusky has a soft spot for SodaStream because it produces less plastic waste and uses less sugar than traditional sodas.)

One could reasonably infer that the decision was made by Fox as a favor to halftime sponsor Pepsi. (Coke says it did not request any limitations on competitor ads.) And while SodaStream is right to be annoyed, it's also a bit silly to hear the brand's CEO, Daniel Birnbaum, sounding shocked, SHOCKED to find that his attempt at prodding competitors failed for the second year in a row.

Birnbaum even went so far as to tell USA Today, "If I could get my money back, I'd be happy to be out of that deal." Right. I'll believe that when Scarlett Johansson shows up at my house to make cranberry sodas and talk trash about Dr Pepper.


Pepsi: Participando desde o primeiro intervalo

Agora é pra valer: Denver Broncos e Seattle Seahawks serão as grandes estrelas do Super Bowl 48. Enquanto os dois times se enfrentam dentro de campo, diversas marcas estarão disputando a atenção do público. De certa maneira, a Pepsi costuma sair um pouco na frente, já que tem a vantagem de ser a patrocinadora oficial do show do intervalo. Mas, como foi que surgiu a ideia de se fazer uma pausa durante o jogo?

A resposta vem em um comercial assinado pela BBDO, que resolveu criar uma fábula para explicar como aconteceu o primeiro intervalo durante uma partida de futebol americano, e como a marca de refrigerante já estava presente desde então. Daí fica fácil associar a Pepsi ao intervalo do Super Bowl.

A trilha sonora do filme é Locked Out Of Heaven, do cantor Bruno Mars – atração do show do intervalo este ano.


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Pepsi lança quadros com pegada de TV no Facebook

O Brainstorm9 traz em primeira mão o penúltimo filme da campanha Pepsi, “Sob Nova Direção”, com Rodrigo Faro. O apresentador foi nomeado há algumas semanas como Diretor de Redes Sociais da marca e sua missão tem sido, entre outras coisas, transformar o mural do Facebook em um palco de programa de TV.

No filme, Faro filosofa sobre a função dos limões de Pepsi e as verdades inconvenientes do mundo.

O lançamento oficial acontece na quinta-feira, aqui.


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