Ray Charles and Omnicom Group's BBDO New York push an extravagant earworm on viewers of Super Bowl XXV in this spot for Diet Pepsi directed by Joy Pytka, one of three in the game (see also "New Jingle Spreads").
The commercial continued the brand's early-90s campaign themed "You got the right one baby, uh-huh." The slogan, introduced along with Charles' first endorsement work for Diet Pepsi, became part of the broader pop culture enough to support a licenced "retro t-shirt" line. It helped Diet Pepsi in 1991, Beverage Digest editor and publisher Jesse Meyers told The New York Times in 1992, "in compensating for sales volume lost when fast-food chains like Burger King and Wendy's International switched to Coca-Cola Company brands from Pepsi-Cola Company brands."
Charles, whose musical acclaim previously landed him Coca-Cola commercials in the late 1960s, died in 2004.
BRAND: Diet Pepsi
QUARTER AIRED: Q1