December 30, 2008
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New Pepsi Campaign is Flat.
Here’s “Wordplay,” the first TV ad from newly crowned Pepsi shop TBWAChiatDay. The animated montage features feel-good messages (“love,” “optimism,” “joy”) with the brand’s spanking new logo taking the place of the letter “O.” Also on display: Happy colors and upbeat music, the latter in the form of the jangle-pop anthem “Energy” by The Apples in Stereo. And the words “Happy 2009″ appear in different languages.
It’s all aimed at millennials. The commercial works the whole “let’s have a positive new year!” routine a bit too hard. It’s a lot like the beverage itself: Sweet and slightly elevating at first (owing to the caffeine, in the case of the drink), but a bit too syrupy overall and liable to leave behind a bitter aftertaste.
Now don’t get me wrong; the spot isn’t actively bad. It’s just uninspired and, to extend the cola metaphor, despite its peppy visuals and soundtrack, perhaps a tad flat…let me rephrase that, after 48 years with BBDO and great advertising this is more than a tad flat, it is boring.
Comments (5)
i think the animation is cute, but as you said, uninspiring. and is it just me or does the new pepsi logo seem to be trying to cash in on obama’s famous O logo? hmmm…. maybe pepsi wants to be the official beverage of the democratic party.
I think it is flat because it looks like something done years ago. We have so much new technology and flashy video it just does not come off as very good. Just looks like something they dragged out of a drawer in their ad room. Not much to brag about that is for sure!
The campaign has a very specific job to do: brand the new logo and get the world feeling good about it. And I think it does that REALLY well, and simply. The insight is to put the logo wherever there’s an ‘o’ and associate it with all the feelings a good soda can evoke. Simple. No million $$ effects needed. (And no, I didn’t work on it, just wish I had.)
thanks for the comment…you have a valid point…let’s see what comes next as this will get old very fast…I think the logo and many agree looks like the Obama logo…what do you think? Do you work at an Omnicom agency?@Markoneus -
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