The middle spot in a trilogy of Diet Pepsi ads in Super Bowl XXV, following the first quarter's "Uh Huh," finds Ray Charles wondering whether jingle for the brand is getting any traction. The answer, according to the commercial by BBDO, is yes.
That was true. The song became part of the pop culture, with licensed products and roles in Diet Pepsi advertising around the world. PepsiCo used the campaign in its first TV commercial for Diet Pepsi in Russia, for example, and sponsored the telecast of a Charles concert in Moscow. (The company shot an earlier Super Bowl commercial for brand Pepsi, 1989's "Glasnost," in Moscow.)
The ad also won the 1991 installment of USA Today's annual Ad Meter popularity contest.
BRAND: Diet Pepsi
QUARTER AIRED: Q2