An odd length, 45 seconds, and an unexpected narrative, of bovine crime, are united in this Pepsi spot from Super Bowl XXXI. And the blink-and-it’s-gone kicker pays off, more so because Omnicom's BBDO New York decided it would rather that some people missed the joke than force everyone to linger on it.
This is a minute-long cut of the spot, but “Cows” (aka "Break In") was actually one of two 45-second Pepsi units in the 1997 Super bowl, and one of at least five overall to go head-to-head with Coca-Cola and introduce the "Generation Next" theme -- a nearly Budweiser-sized ad load all the more impressive because it was the second Super Bowl in a row that Pepsi-Cola secured so much airtime for its flagship brand. The following year, Pepsi would get four ads including the high-flying "Goose" (as brand Bud sprawled across eight slots).
Director: Joe Pytka, who lensed many, many other big-game spots over the years.