Pepsi - Refresh Anthem - (2009) :60 (USA)

 
 

Pepsi - Refresh Anthem - (2009) :60 (USA)

Will air in the first quarter.
Featuring Will.i.am performing Bob Dylan's anthem "Forever Young."
Agency: TBWA\Chiat\Day Los Angeles

Client: Pepsi (“Refresh Anthem”)

Global Director of Media Arts: Lee Clow
Executive Creative Director: Rob Schwartz
Creative Directors: Brett Craig, Joe Shands
Art Director: Bill Hornstein
Copywriters: Brett Craig, Anthony DeCarolis, Eric Fahrenkopf
Director of Broadcast: Richard O’Neill
Agency Executive Producer: Anh-Thu Le
Agency Senior Producer: Mila Davis
Agency Producer: Rob Saxon

Production: MJZ?Director: Dante Ariola?Executive Producer: Jeff Scruton?Producer: Natalie Hill?Director of Photography: Chris Soos??Editorial: Rock Paper Scissors?Editor: Kirk Baxter?Additional Editing: David Brodie?Producer: Mike Goble?Assistant Editor: Ryan Seegers?Executive Producer: Carol Lynn Weaver??Online/VFX: Method Studios?Executive Producer: Helen Hughes?Producer: Scott Boyajan?Creative Director: Alex Frisch?VFX Set Supervisor: Gil Baron?CG Supervisor: Andy Boyd?Lead Compositor: Jake Montgomery??Research: Nickerson Research?Susan Nickerson??Mix: Play Studios?Executive Producer: Sara Hartman?Mixer: John Bolen

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Comments

Wow. They had to have spent a ton on this - to get usage rights for all that - beyond the $3mill media buy.

With all due respect to Will.i.am I don't think he is the Bob Dylan of our era.

But ... isn't that short clip with a dancing man and three dancing women a commercial for Björn Borg? Hmmm ...

Looks like they took the strategy rip and turned it into the spot. Except that they spent bucket loads of money on it, it's a very lazy execution. Seems more like a pandering Boomer generation insurance commercial than a snapshot of the current times. I actually kept waiting for Dennis Hopper to pitch Ameriprise at the end. What generation are they trying to appeal to? Even Wii.i.am is getting long in the tooth. The folks at Pepsi and Chiat seem to be solidly stuck in the 1980's mind set of advertising. They've thrown in every cliched advertising technique of the last 20 years. And, haven't they done the famous people clips to death? Did they have some secured rights from the Apple 'Think Different' campaign they didn't use? And my God, the lighter to cell phone bit? Give me a freakin' break. Let's pray that this campaign isn't the canary in the coal mine of the ad industry. If it is, god help us all.

My half-baked and hyperbolic opinions, let me show you them!

Back slowly down the ski slope there, Capt. Bolivia. It's just a Super Bowl ad. For sugar water.

"Let's pray that this campaign isn't the canary in the coal mine of the ad industry. If it is, god help us all."

I think I just sprained an eye muscle rolling them so hard...

Go Steelers!

I did the footage search for Nickerson, and we found such great POW footage, tracked down and cleared the actual soldier, but the director decided to shoot it himself. Sadly.

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