Creative Directors: Kurt Fries, Mary Beth Reed
Art Director: Kurt Fries
Copywriter: Mary Beth Reed
Producer: Tom Cronin
Production Co.: HSI Productions
Director: Irv Blitz
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."