PepsiCo used one of its Super Bowl XLVII spots to build up to its renewed sponsorship of the halftime show ("Anticipation") and the other to promote Pepsi Next, the mid-calorie cola introduced the previous year. The ad, created by TBWA/Chiat/Day L.A., shows parents coming home to their son’s wild house party (where everybody drinks only soda). A promotion tie-in promised free soda to the first million people that signed up online. The brand, however, was short-lived in the United States, replaced by Pepsi True, a version containing stevia instead of artificial sweeteners.
The marketer built attention for its Super Bowl buy with a teaser released online Jan. 28 and a longer cut of the ad itself on Jan. 29.
Director: Clay Weiner. Production company: Biscuit Filmworks. Producer: Rick Jarjoura.
Executive creative director: John Norman. Creative director: Jerome Austria. Copywriter: Chris Lightburn-Jones. Art director: John C. Baker.
BRAND: Pepsi Next
QUARTER AIRED: Q1