PepsiCo's Sierra Mist is a sultry seductress in a new television spot for the Hispanic market by Dieste, Harmel & Partners.
Latina actress Roselyn Sanchez reprises her role as a Sierra Mist fantasy girl in the Dallas agency's 30-second ad, emerging from a freezer full of the lemon-lime soda and sending chills up the spines of two unsuspecting young men.
The Spanish-language commercial broke last week on the Univision and Telemundo networks. An English-language version is planned for local cable play in select markets. The former features the tagline, "Sí, es algo así" ("Yeah, it's kinda like that").
The television campaign is supported by print and point-of-purchase materials.
"Hopefully it gives everybody the contrast between being hot in search of something cold, and then being immediately refreshed by seeing someone who gives you goosebumps," said DH&P creative director Roberto Saucedo. "Roselyn is the perfect fit. She's a little irreverent, a little feisty, very independent and in control."
Sanchez, who co-starred with Jackie Chan and Chris Tucker in Rush Hour 2, first ap-peared in a Sierra Mist spot in January. The ad, titled "Pachanga," showed a soaking-wet Sanchez emerging from a container filled with the soda. She wore a skin-tight black dress and pumps.
Acclaimed music video director Nigel Dick directed both commercials. Jose Suaste was the art director, and Juan Daniel Navas was the copywriter.
The Hispanic work is in line with the general market campaign by BBDO in New York, which also relies heavily on icy imagery.