50,000 volts straight to the chest? No problem. A man can take anything, except a diet soda. Luckily for the protagonist of this spot by TBWA/Chiat/Day, with one calorie and "more" caffeine, Pepsi Max is the un-diet cola.
"I'm Good" followed up a BBDO ad from the 2009 Super Bowl, back when it was known as Diet Pepsi Max, pitching more caffeine plus some ginseng to a nation of narcoleptics ("Nod"). The ad also concluded a 23-year run of Super Bowl ads for PepsiCo soda; the company held its beverages out of the 2010 game to concentrate on its "Pepsi Refresh Project," a digital-heavy campaign focused on social responsibility.
It came back in 2011, however, with a Pepsi Max version of sibling Doritos' "Crash the Super Bowl" contest ("First Date," "Torpedo Cooler" and "Love Hurts").
Director: Matt Aselton. Production company: Epoch Films.
Global director of media arts: Lee Clow. Executive creative director: Rob Schwartz. Creative directors: Brett Craig, Joe Shands. Art director: Susan Alinsangan. Copywriter: Ron Schlessinger. Director of broadcast: Richard O’Neill. Executive producer: Anh-thu Le. Senior producer: David Hoogenakker. Assistant producer: Doris Chen. Director of business affairs: Linda Daubson. Business affairs manager: Laura Drabkin. Broadcast traffic supervisor: Saeyoung Kim. Group account director: Erica Hoholick. Account director: David Dreyer. Management supervisor: Romy Flint. Account executive: Maura Menepace.
Editing: Venice Beach Editorial. Editors: William Sacdalan, Dan Bootzin.
BRAND: Pepsi Max
QUARTER AIRED: Q2