The Pepsi Max brand in 2011 joined holding company sibling Doritos in its long-running contest to get consumers to submit homemade commercials for potential airing in the Super Bowl.
The two brands together received more than 5,600 submissions, with each “Crash the Super Bowl” brand naming five finalists and three winners that ran during the game, two each picked by fans and the third for each chosen by brand executives.
"Love Hurts" was created by Brad Bosley, a 28-year-old from Kansas who always knew he wanted to be a director, according to PepsiCo.
Pepsi Max executive Jill Beraud told Ad Age that joining Doritos was part of the company’s efforts “restaging the Pepsi Max brand and putting a tremendous amount of resources behind it.”
"Love Hurts" was criticized by some for its portrayal of a black woman kicking and smacking her boyfriend to “help” him make better eating choices. It ranked fifth on USA Today's annual Super Bowl Ad Meter gauging popularity. The other two Pepsi Max spots that year were "First Date" and "Torpedo Cooler."
It was the only year Doritos shared the consumer-created commercial stunt. All three of Pepsi Max's spots feature the same broad humor that had come to define Doritos' popular "Crash the Super Bowl" results. Pepsi Max's contenders for Super Bowl spots got tips from TBWA/Chiat/Day.
BRAND: Pepsi Max
QUARTER AIRED: Q1