×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

NON-ALCOHOLIC BEVERAGES FROM SHAQ ATTACKS TO POLAR BEARS, SOFT-DRINK COMMERCIALS ARE ALL VERY COOL

Published on .

Pepsi-Cola Co.-Pepsi: "Playground" ( BBDO Worldwide; Pytka; :60). Inner-city kids are playing basketball when the ground begins to shake. A giant figure tears the metal gate off the fence surrounding the playground-it's NBA star Shaquille O'Neal, who strides onto the court.

Taking the ball, he reaches up, grabs the rim, bends it downward and pops the ball through. He then marches over to the cooler, which is empty. An admiring boy holding a bottle of Pepsi smiles up at him, but when Shaq bends down and reaches for it, the boy quietly says "Don't even think about it."

The spot, voted best in the category, ends with Shaq begging for a sip of the Pepsi and the boy responding with a shake of the head.

Coca-Cola Co.-Coca-Cola: "Lyric Logo" (Creative Artists Agency; In-house; :60). A dazzling visual display. Traditional Coca-Cola script logo on red disk background transmutes into myriad color patterns in a series of quick cuts that alternate with the printed lyrics of the lilting "Always Coca-Cola" song of the current campaign (see Craft categories winners below).

Coca-Cola Co.-Coca-Cola: "Polar Bears" (Creative Artists Agency; Rhythm & Hues; :30) Arctic animation. Polar bears sit on the ice watching the northern lights, let out a collective sigh of pleasure, then all pop the caps on their bottles of Coke. Spot closes with closeup of one of the bears with a beatific smile on its face.

The polar bears have become stars of other Coca-Cola spots.

In this article:
Most Popular