Pepsi’s Retro Super Bowl Gamble: Revisiting Cindy Crawford, Britney Spears and Other Icons

In-house creative is behind the 30-second spot

The brand showcases decades of Pepsi ads in its new Super Bowl spot. - Credit by Pepsi
Headshot of Kristina Monllos

Cindy Crawford isn’t the only famous face returning to Pepsi for the Super Bowl. Pepsi is using its 30-second Super Bowl spot to travel back in time and highlight different pop culture moments that Pepsi was a part of, which means Michael Jackson, Britney Spears, Jeff Gordon and even the Back to the Future DeLorean all pop up.

The spot, from Pepsi’s in-house creative team, is narrated by Jimmy Fallon. It will air in the 30-second slot right before the Pepsi Halftime Show featuring Justin Timberlake. Other notable celebrities, like Crawford’s son Presley Gerber and Kyrie Irving’s “Uncle Drew” character, also appear in the ad.


“Pepsi has been an iconic brand for over 120 years now that’s always celebrated pop culture, music and sports,” said Greg Lyons, Pepsi’s CMO. “This ad brings that to life. We brought back a lot of our iconic artists.”

The brand has also released an extended 68-second Director’s Cut of the spot, which kicks off the “Pepsi Generations” campaign. As part of the campaign, which is slated to run for the rest of the year, the brand will release limited-time cans with retro packaging design. The Pepsi Stuff loyalty program will also return.


• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.


@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
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