PepsiCo’s Flamin’ Hot put fans in stunt cars for hair-raising ‘Fast & Furious’ auditions

Messing with fans has become a PepsiCo tradition, thanks to agency Slap Global. Ad Age’s Small Agency of the Year was recently seen offering, then revoking, the chance to hang out with celebrity athletes for Lay’s in Europe. Now, it’s orchestrated quite the brutal fan experience in Mexico, for PepsiCo’s Flamin’ Hot brand—giving fans the chance to win a “Fast & Furious” car, but only if they could stomach auditions held in speeding stunt cars. The project, which is a bit reminiscent of Pepsi’s own test-drive prank with Jeff Gordon a decade ago, shows fans trying to deliver line readings from the new “Fast X” movie. But that proves difficult since they’re strapped into stunt cars, worried for their lives, as they careen through replica obstacles from the movie in a warehouse in Mexico City. The campaign began with codes on promotional Flamin’ Hot bags offering a chance to audition. Slap reports that in the final round, one participant “performed the script to perfection,” winning a new car inspired by the ‘Fast X’ movie. The rest were hopefully not as fornlorn as the Lay’s-less folks in the prior campaign. The activation, produced by Landia México and directed by Maxi Blanco, took place April 26 to July 30.

PepsiCo’s Flamin’ Hot put fans in stunt cars for hair-raising ‘Fast & Furious’ auditions

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