Ad of the Day: Pepsi

After sitting out of the TV ad game for a few years, Pepsi and its roster of music A-listers are back with a vengeance. Its latest spot from TBWA\Chiat\Day in Los Angeles—launching the brand's first global campaign, themed "Live for now"—might not make you thirsty for a Pepsi-Cola, although it could have you thinking about the apocalypse. The ad is called "Now in a Moment" (playing off of Nicki Minaj's hit "Moment 4 Life," natch). Here's the premise: A couple of "hip" young things crack open two cans of Pepsi (not Diet Pepsi—you're all getting diabetes), at which point all the action around them magically comes to a halt as "Moment for Life" blasts in the background. The wonderment-filled duo travel from locale to locale—sunny beach, tomato fight (is that some new hipster trend?), fashion show—taking pictures and generally hanging out with the frozen human inhabitants. Finally, they end up at a concert starring a demonic-looking Minaj and break the spell by cracking open another couple of—you guessed it—Pepsis. I don't know about you, but if I opened a can of soda and the entire world came to an abrupt halt, I'd be kind of freaked out. I wouldn't be frolicking among the inanimate bodies. There's a weird sort of "end times" vibe here. I half expected the frozen beings to spring into rabid zombie mode (which happens to be Minaj's natural state) and devour the oblivious couple. Also, the whole frozen-in-time motif, while kind of cool, is pretty much played out at this point. At the end of the day, there's not much novelty here—just a whole lot of money. CREDITS Client: Pepsi Agency: TBWA\Chiat\Day, Los Angeles Chief Creative Officer: Rob Schwartz Creative Director: Xanthe Wells Art Director: Chris MacNeil Copywriters: Brett Craig, Michelle Lewis Executive Director of Integrated Production, Producer: Richard O’Neill Assistant Producer: Stephanie Dziczek Managing Director: Bill Brooks Group Account Director: Mike Litwin Group Planning Director: Oke Mueller Director of Business Affairs: Linda Daubson Senior Business Affairs Manager: Laura Drabkin Production Company: MJZ Director: Fredrik Bond Executive Producer: Kate Leahy Unit Production Manager: Line Postmyr Director of Photography: Roman Vasyanov Editorial Company: Union Editorial Executive Producer, President: Michael Raimondi Senior Producer: Joe Ross Editors: Tim Thorton-Allan, Nicholas Wayman-Harris Assistant Editors: Andy Trecki, Daniel Reitzenstein Visual Effects: The Mill, Los Angeles Executive Producer: Sue Troyan VFX Producers: Enca Kaul, Rachael Trillo VFX Supervisor: Tim Davies Flame Lead: Sarah Eim Colorist: Adam Scott End Graphic: The Mill, Los Angeles Executive Producer: Stephen Venning Producer: Lusia Boryczko Creative Director: Tom O’Neill Music and Sound Design Company: Elias Arts Composer, Remixer: David Wittman Creative Director: Dave Gold Executive Producer: Ann Haugen Sound Designer: Jay Nierenberg Sound Mix: Play Mixer: John Bolen

Brand Marketing

Ad of the Day: Pepsi

Nicki Minaj and billions of frozen humans star in the brand's first global campaign

Emma Bazilian

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Emma Bazilian