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.

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.