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Ward and Tenglin are trying to get BBDO beyond its great-TV-commercial image into more nontraditional territory. Since teaming up a year ago, Ward, 28, and Tenglin, 29, have created several novel executions for Pepsi brands, including a print ad for Aquafina Sparkling water that utilized bubble wrap and a Times Square billboard that allowed pedestrians to pose for a photo to create the illusion they were crushing a giant can of Mountain Dew.
“They respond to what that particular client needs at that particular time, as opposed to advertising themselves,” says Bill Bruce, executive creative director and evp.
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