Global Soccer Stars Help Bring Pepsi's 'Fizz to Life'
Which soft-drink sensory experience do you prefer?
On Monday, we learned that when you open a Coke, you'll dance up a storm to fresh beats from Tyler, the Creator. Fun stuff!
But when you pop open a Pepsi, international soccer stars Lionel Messi, Paul Pogba, Jadon Sancho and Shanice van de Sanden break free from posters on the wall, and everybody bops to Becky G and Burna Boy:
Why chase so hard after that Pepsi, Messi? Surely you can afford your own.
AMV BBDO developed the kicky spot, called "Fizz to Life," which backs the brand's seventh year sponsoring the UEFA Champions League. Somesuch director Raine Allen-Miller keeps the colorful frames in constant motion, displaying the same rapid-fire style she deployed in ads for Samsung and Tesco.
As ever, Pepsi fuses music and sports to fine effect, and the "Rotate" track, created especially for the campaign, will also drive digital content, including a soccer challenge with TikTok Duet.
Plus, there's limited-edition packaging featuring the four players, with QR codes that unlock interactive games and let fans share their scores via Instagram Stories.
A second ad from creative agency Mother London and rapper/comedian Michael Dapaah, eschews soccer stars but channels a Lurpak vibe, as all the Pops! Fizzes! and Ahhhs! of opening a Pepsi come to life:
Whoa! Drink in that shot from inside the can, around the 20-second mark, with those lips thirsting for sweet, sweet refreshment:
"In 2021, we are celebrating unstoppable human spirit, not in spite of the times we're in, but because this is a moment and no matter what, we need to keep moving forward with a smile," says Natalia Filippociants, vp of marketing for global beverages at PepsiCo. "From music to football, the new creative encourages the world to break free of conventions, expectations and the bubble of sameness that we often find ourselves in."
CREDITS ("Fizz to Life")
Creative Agency: AMV BBDO
Creative: Andy Vasey & Dan Warner
Creative Directors: David Westland & Jeremy Tribe
Executive Creative Director: Alex Grieve
Agency Planner: Bridget Angear, Tom White
Agency Account Team: Michael Pring, Mike Logan, Patrick Bolton, Alex Beausire
Agency Producer: Trish Russell
Assistant Producer: Lucia Fioravanti
Business Affairs: Michelle Holmes
Production Company: Somesuch
Director: Raine Allen-Miller
Director of Photography: Matias Penachino
Executive Producer : Scott O'Donnell
Production Co. Producer: James Waters
Set Designer: Anna Rhodes
Post-production Company: Untold Studios
Post-Production Producer: Tom Igglesden
Editor: Matt Newman at Trim
Audio Post-production: Sam Ashwell @ 750mph & Jordan Crisp @ Mr Pape
