Barry Sanders Disappears Once Again in Pepsi MAX Ad Tied to Madden NFL 25 | Adweek Barry Sanders Disappears Once Again in Pepsi MAX Ad Tied to Madden NFL 25 | Adweek
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Barry Sanders Disappears Once Again in Pepsi MAX Ad Tied to Madden NFL 25 Why did he retire?

Barry Sanders has always been good at the vanishing act. He did it most famously in 1999 by retiring from the NFL at age 30, when he was just 1,457 yards short of the league rushing record. He does it again, comically, in this new Pepsi MAX ad from TBWA\Chiat\Day in Los Angeles and director Matt Dilmore. In the ad, Sanders, getting a shave at a barber shop, is about to reveal the real reason he retired—but suddenly he goes up in a puff of smoke, and reappears in the living room of some gamer who has "unlocked" him while playing Madden NFL 25, thanks to a code on a Pepsi MAX cap.

Sanders' involvement with Madden NFL 25 goes beyond the new ad. Though he's been retired for almost 15 years, the 45-year-old was recently voted by fans to be the cover athlete of the game's latest edition. "Being on the cover of Madden introduces you to so many new fans that never saw you play," he said recently. "It's been a thrill for me, and I just never saw it coming."

Credits below.

CREDITS
Client: Pepsi MAX
Spot: "Disappearing Sanders"

Agency: TBWA\Chiat\Day, Los Angeles
President: Carisa Bianchi
Chief Creative Officer: John Norman
Creative Director, Copywriter: Zach Hilder
Creative Director, Art Director: William Esparza
Senior Copywriters: Anne Sanguinetti, Kathleen Swanson
Art Directors: Kristina Krkljus, Jenn Tranbarger
Group Account Director: Grace Kao
Management Supervisor: James Aardahl
Account Executives: Erik Wade, Rohit Bal
Planning Director: Neil Barrie
Planner: Drew Phillips
Executive Producer, Producer: Anh-Thu Le
Associate Producer: Stephanie Dziczek
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: Laura Drabkin
Talent Payment Manager: Maryam Ohebsion
Broadcast Traffic Coordinator: Eugene Gandia

Production Company: Epoch Films
Director: Matt Dilmore
Executive Producer: Melissa Culligan
Head of Production: Megan Murphee
Line Producer: Geoff Clough

Editing: Cut + Run
Editor: Graham Turner
Assistant Editor: Russell August Anderson
Executive Producer: Michelle Eskin
Senior Producer: Christie Price

Visual Effects: Framestore
Flame Artist: Trent Shumway
Executive Producer: Kati Haberstock
Producer: Mary Nockles

Telecine: MPC
Colorist: Ricky Gausis

Mix: Lime Studios
Mixer: Loren Silber

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