Pepsi “Penguins”

A precocious penguin plays in the snow, as penguins are known to do. Then the bird heads to an ice-shack workshop, fixes up a jet-pack and blasts off for a poolside hottie-filled holiday in tropical climes. Penguins don’t normally behave that way. The star is cute and this Pepsi spot packs a potent visual punch from start to finish. But why would BBDO choose to anthropomorphize such bird-brained behavior to tout a soft drink in the first place? The tagline, “I can,” provides as good an answer as any. This approach makes about as much sense as polar bears pitching Coca-Cola — but that proved popular, so maybe it’s a smart strategy for these beverage behemoths to flock together. –David Gianatasio