"We wanted to maintain the attitude from the first two campaigns," explains creative director Gary Goldsmith, who wrote and art directed the ads. "It seemed another way to contrast gritty authenticity against trendy fashion athleticism." Other photographs in the campaign, which are meant to be metaphors for the bodybuilder set, include a beer can crushed against someone's forehead (at least that's what the copy says) and a glistening closeup of a biceps.
Pepsi sends its message on the bottle, not in it, in these ads from BBDO/New York. Designer David Carson created the Gen X-inspired type for the six ads, currently running in sports programs and magazines. Agency credits to: Eric King and Andrew Christou, who wrote and art directed the campaign; creative directors Charles Hall and Eric McClellan; and executive creative director Michael Patti.