A hunky model walks down the street drinking Diet Pepsi and attracting women, including Cindy Crawford, like the Pied Piper of pulchritude. It's essentially that 10-year-old Diet Coke commercial, the one where women stand up from work at 11:30 every morning to catch a glimpse of construction worker Lucky Vanous’ shirtless Diet Coke break. But in Diet Pepsi’s Super Bowl update via DDB New York, the kicker is that “Queer Eye for the Straight Guy” star Carson Kressley turns and gawks, too.
"Guy Watcher" was one of two Joe Pytka-directed spots for Diet Pepsi in Super Bowl XXXIX, along with "Truck." Both relied heavily on celebrity, even if "Truck" simultaneously tried to make fun of celebrity worship.
Production Company: Pytka. Executive producer: Tara Fitzpatrick. Producer: Linda Masse.
Chief creative officer, copywriter, art director: Lee Garfinkel. Head of broadcast production, agency producer: Bob Nelson. Agency producer: Rikki Furman. VFX: Riot. VFX artists: Matt Reilly, Randie Swanberg. VFX Producer: Angela Lupo. Editorial Company: Cosmo Street. Editor: Tom Scherma.
BRAND: Diet Pepsi
QUARTER AIRED: Q1