Mekanism’s ‘Pepsi: Sound Check NYC’ Completes ‘Get Hyped For Halftime’ Campaign

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By Erik Oster Comment

Mekanism concluded their “Get Hyped For Halftime” campaign last night with “Pepsi: Sound Check NYC,” the lead-in to the Bruno Mars Super Bowl halftime performance which acted as a much-needed respite from the ridiculously one-sided game.

The 30-second halftime intro “sound checks” New York City, with giant hands strumming the Brooklyn Bridge like a guitar, playing the Guggenheim like drums, mixing levels on a NYC subway train board and scratching Columbus Circle like it’s a turntable. Other landmarks include the Empire State Building and surrounding skyline, and the East Side Pepsi sign. The spot ends at Met Life Stadium (as you know, located in East Rutherford, New Jersey) with Pepsi’s “Live For Now” tagline. It’s a simple, yet clever little introduction to the halftime show, even if the game itself didn’t take place in New York City. Because, let’s face it, no one wants to see East Rutherford’s top landmarks.