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

Slap Global campaign drew 10,000 hopefuls over many months, but only one took home a ‘Fast X’-inspired car

Published On
Aug 08, 2023
Fans screaming inside stunt cars as they audition to win a 'Fast X' inspired car

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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.


Aug 08, 2023
Client :
PepsiCo Flamin’ Hot
Agency :
Slap Global
Production House :
Director :
Maxi Blanco
DP :
Dariela Ludlow
Producer :
Gaston Magnani
Ambriz FX
Editor :
Alejo Hojman
Color :
Postproduction Studio :
Sound Design :
SVP & General Manager :
Hernan Tantardini
Consumer Engagement :
Alejandro Romero
Senior Marketing Director :
Paola Hernandez
Consumer Engagement Director :
Edgar Reyes
Content Production Manager :
Salomon Levy
Media Director :
Jonathan Scarpetta
Consumer Engagement Manager :
Trinidad Juarez
Senior Marketing Manager :
Rodrigo Treviño
Content Production Senior Manager :
Melissa Hernandez
Content Production Coordinator :
Missael Arias
Consumer Engagement Coordinator :
Andrea González
Marketing Coordinator :
Karla Aguilar
Commercial Drive Coordinator :
Karina Castañeda
Senior Media Manager :
Javier de Anda
Senior Media Manager :
Grecia Rossell
Media Coordinator :
Guadalupe Torres
Brand Communications Senior Manager :
Mariana Guerrero
Brand Communications Manager :
Jose Luis Rodriguez
Senior Manager Promotions :
Lyeneth Flores
Promotions :
Mariana Vega
Marketing Director :
Vanessa Anaya
VP International Promotions :
Amy Cruz
Director Marketing & Creative :
April Marinero
VP Creative :
Jason Maliszewski

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