Pepsi Brands Take Stage on Oscars

NEW YORK Pepsi-Cola is breaking four new commercials on the Academy Awards telecast on ABC this Sunday, including a 45-second spot for Pepsi featuring footage from the 1960 classic Spartacus and a new campaign for Sierra Mist, both from BBDO in New York.

In the Pepsi spot, directed by Joe Pytka, a Roman soldier tries to find the owner of a lunch bag containing a sandwich and a Pepsi. The spot uses footage from the famous scene where a teary-eyed Kirk Douglas and his supporters all claim to be Spartacus, the name scrawled on the paper bag. The soldier decides to drink the soda himself.

The new Sierra Mist campaign stars the interaction of TV comic actors Michael Ian Black, Nicole Sullivan, Debra Wilson, Jim Gaffigan and Aries Spears. In “Kitchen,” Sullivan and Black try to retrieve an unopened bottle of Sierra Mist they brought to a party, and in “Party,” a game of “rock, paper, scissors” goes awry when water is thrown into the mix. The two spots, directed by Traktor, feature “It’s that refreshing” as a tagline.

Two Diet Pepsi spots from DDB in New York will air on the broadcast, including “Guy Watcher,” starring Cindy Crawford, that broke on the Super Bowl, and “After Hours,” a new commercial which shows computer-animated beverages come to life in a convenience store after closing.

Rounding out Pepsi’s six-spot media buy is an Aquafina spot, “Top of the World,” from BBDO in New York.