Needless to say, message boards today have been popping with much anti-Pepsi sentiment, most of it centered on the claim that these kinds of ads are insensitive to the issue of suicide. You'll recall a few years ago General Motors got bogged down in a similar issue, when a Super Bowl ad depicting a robot considering suicide caused an uproar.
GM edited their ad. It'll be interesting to see how Pepsi, not exactly known for living on the edge, responds. (An e-mail for comment wasn't immediately returned.)