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Is Pepsi trying to one-up its biggest rival? Or is it just playing catch up? Coca-Cola, after all, explored similar territory last year when R/Greenberg Associates offered up a necromantic array of biologically dead and barely living media icons quaffing 1-calorie Diet Cokes.
There’s always been a tension between genuine commercial creativity and the seductive lure of pupil-dilating special effects.

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