Saturday, January 31, 2009

Super Bowl 43: Pepsi Refresh Anthem

Bob Dylan and Will.I.Am, both innovative political activists as well as music artists, conjoin in this ad to show you how times have changed, while remaining basically the same. Ray-Bans are back in style, people are still coming home from wars to hug their children, skateboarding is still gravity-defying, the martial arts culture continues to attract attention, people put their lights up at concerts, surfing is still hip, kids still cram into cars, walls are still scrawled upon, green animated characters continue to entertain us, chubby movie stars get laughs, strange dancing still attracts a crowd, and revolutions rage throughout the country.

Pop culture icons I have identified include Bruce Lee, Gina Carano, Gumbi, Shrek, Jake Blues (The Blues Brothers), and Jack Black.

I'm beginning to see Pepsi's logic with the new logo. They don't want Pepsi to appear as the old 90s and 00s Pepsi. They want a totally reinvented message, while still sticking to their roots. Their revolution. With this method they can stay "forever young" and continue to prosper.

Guru Grade: 8.5 / 10

Click to see the full credits

Client: Pepsi
Agency: TBWA/Chiat/Day, Los Angeles
Global Director of Media Arts: Lee Clow
Executive Creative Director: Rob Schwartz
CD/Copywriter: Brett Craig
Creative Director: Joe Shands
Art Director: Bill Hornstein
Copywriter: 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 Company: MJZ
Director: Dante Ariola
Executive Producer: Jeff Scruton
Producer: Natalie Hill
Director of Photography: Chris Soos
Editorial Company: Rock Paper Scissors
Editor: Kirk Baxter
Producer (Editorial): Mike Goble
Executive Producer (Editorial): CL Weaver
Online/VFX: Method Studios
VFX Executive Producer: Helen Hughes
VFX Producer: Scott Boyajan
VFX Creative Director: Alex Frisch
VFX Supervisor: Gil Baron
CG Supervisor: Andy Boyd
Lead Compositor: Jake Montgomery
Mix: Play Studios
Executive Producer (Play): Sara Hartman
Mixer: John Bolen