Plenty of brands have put out optimistic ads foreshadowing gleeful post-pandemic times depicting everything from drinking beer in big groups to bustling airports. But no marketer has leaned into the possible end of social distancing quite like Pepsi, which is out with a new ad that celebrates what was once a common part of life—the messy moments of rubbing elbows with strangers and not giving it a second thought.
The spot from VaynerMedia is called “The Mess We Miss.” It puts a carefree spin on annoying encounters—like getting stuck in a revolving door with someone, or falling asleep on another shoulder in an airplane seat—while also depicting sweet moments of intimacy, including French kissing in a crowded movie theater. The ad is set to the classic Broadway tune “Tomorrow” from Annie. It debuts today on digital media and is set to get TV airtime in the coming weeks.