Ad of the Day: Pepsi

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

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