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Pepsi Max - Open Source / Create more - (2008) :60 (France)

I'm not really sure why this is called "Open source" - it reminds me more of that game we played as kids where you each write one line to a story and then try to make sense of it. Either way, I think this ad proves that even with Tarsem directing, you get shit ads if you do "user generated" ones. ;)

Leo Berne & David Bertram (Creative)
Betty Bertrand (Agency Producer)
Director: Tarsem
Production Company:
DoP: Brendan Galvin
Visual FX: Glassworks, London.

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purplesimon's picture

I think shit is an understatement.

Dabitch's picture

Ha! I saw your comment in the sidebar and though you were about to disagree. Glad to know I'm not the only one who hated this.

(Full disclosure: worked on Pepsi account at BBDO - I think this is wrong on so many levels)

purplesimon's picture

I'd like to have disagreed, but there simply is no way to make that ad look good, unless you start all over again of course!

I've seen this execution done before for other brands - also using footballers - but they didn't have idiotic nobodies in the ad. Sorry, I mean the general public.

I'm not sure that UGC is right for advertising - maybe for ideas, I mean anyone can have a good idea, but for the actual execution? No way!

Having said all that, research shows that, if you're talking to a young audience, they love this UGC stuff and so perhaps, en France, it's what floats their boats. Don't think this would work in the UK though.

(Full disclosure: I have never worked for Pepsi or Coca-Cola and don't drink either of them. I also dislike football. I still think this idea is wrong on so many levels)

Neo's picture

It has some cute details but really needed a big case of KISS slammed over it.

Allan1's picture

I think that it's called "Open Source" because of the "Open Source" computer coding communities.
For example, Linux (an Open Source operating system) was designed, written, and tested by many different people, and the source code is "open", i.e. available to all. It still is, and anyone can write a new module or function, and add it to the distro (i.e. distribution collection of the operating system) and try to get other people to use it. If it is any good, it will be used and adopted by many users; and others will make changes and fixes to the code - thus "open" source.

This matches the "flavor" of the ad, as it is made up of many various (and varying) pieces, and the people and places keep changing.