Beating out flashy soft-drink commercials in this category, Pepsi-Cola Co.'s Aquafina bravely makes a virtue out of the nothingness that is bottled water. The tagline is even "We promise nothing." Brilliantly cast Lisa Kudrow (Phoebe from Friends) chatters charmingly about how refreshing and mouthwatering Aquafina is, making the product seem tempting as she emphasizes that it makes no promises it can't keep. She describes it as "Pure nothing."
Marketer: Pepsi-Cola Co.
Agency: Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, Chicago
Creative Directors:Kurt Fies, Mary Beth Reed
Art Director: Kurt Fries
Copywriter: Mary Beth Reed
Producer: Tom Cronin
Production Co.: HSI Productions
Director: Irv Blitz
Editorial Co.: Avenue Edit, Chicago
Editor: Gail Gilbert