Diet Pepsi Max: You Snooze, You Lose

NEW YORK If this new spot, introducing Diet Pepsi Max, were a James Bond movie, it would be called “License to Yawn.” I dare you to view it the whole way through and not join those on screen doing likewise. These are not polite little, cover-your-mouth affairs. These are huge, throw-your-mouth-open, horror-movie-style, spread-your-arms and simultaneously-do-the-Tarzan-yell yawns. Like a fairy tale, the spot starts with a man in an office cubicle, mid-afternoon, stretching, yawning, in need of a nap, as a great tiredness spreads throughout the land. Everyone yawns, even those people in the middle of a TV interview, and while getting married. What could possibly stop the contagion? A thundering “Wake up, people!” and this little drink, which has already succeeded in Europe. A cross between a cola and an energy drink, it contains twice the caffeine of regular Diet Pepsi and a touch of ginseng for the je ne sais quoi. Pepsi, which in a statement claimed to be bringing “invigoration to the masses,” is targeting the drink to males, ages 25 to 34 (Do you get carded to make sure you’re not over 34? Or female?) Regardless, in a way that’s so simple (and aural) it’s also subliminal, the spot delivers the “invigoration” message in spades. I think I’ll go get three, yawn…