Pepsi wants you to Live For Now. So they got English magician Steven Frayne, better known as Dynamo, to levitate next to a double decker bus that was branded with Pepsi Max: #LiveForNow. And just in case you weren't aware, it also ends with Dynamo drinking the beverage, too.
Over-branding aside, apparently onlookers were still excited to witness it. Or at least the ones carefully edited into the case study.
And while a good magician never reveals his secrets, if it's anything like this similar trick done by a german performance artist, we already have a good idea how he did it.
Agency: Arnold KLP
Client: PepsiCo
Creative Director: Andrew Watkinson
Production Co.: Inner Circle
Director: Alex Hartman
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Of course there's a trick such as a metal contraption arm holding him attached to the bus while his own arm is inside the clothes. Still a very neat feat on a moving bus in a city, and very dangerous so I'll be impressed either way. Plus, my favourite part of magic is the illusions, that really looks like he's holding on to the bus and I don't care that all my logic is telling me he isn't. I don't even care that they never film his arm as he 'lets go' either.
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PermalinkI'm jaded when it comes to selective reaction shots. Even if it is an amazing trick it still feels forced. But then case studies always do.
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