Barry Sanders Disappears Once Again in Pepsi MAX Ad Tied to Madden NFL 25

Why did he retire?

Barry Sanders has always been good at the vanishing act. He did it most famously in 1999 by retiring from the NFL at age 30, when he was just 1,457 yards short of the league rushing record. He does it again, comically, in this new Pepsi MAX ad from TBWA\Chiat\Day in Los Angeles and director Matt Dilmore. In the ad, Sanders, getting a shave at a barber shop, is about to reveal the real reason he retired—but suddenly he goes up in a puff of smoke, and reappears in the living room of some gamer who has "unlocked" him while playing Madden NFL 25, thanks to a code on a Pepsi MAX cap.

Sanders' involvement with Madden NFL 25 goes beyond the new ad. Though he's been retired for almost 15 years, the 45-year-old was recently voted by fans to be the cover athlete of the game's latest edition. "Being on the cover of Madden introduces you to so many new fans that never saw you play," he said recently. "It's been a thrill for me, and I just never saw it coming."

Credits below.


Client: Pepsi MAX

Spot: "Disappearing Sanders"

Agency: TBWA\Chiat\Day, Los Angeles

President: Carisa Bianchi

Chief Creative Officer: John Norman

Creative Director, Copywriter: Zach Hilder

Creative Director, Art Director: William Esparza

Senior Copywriters: Anne Sanguinetti, Kathleen Swanson

Art Directors: Kristina Krkljus, Jenn Tranbarger

Group Account Director: Grace Kao

Management Supervisor: James Aardahl

Account Executives: Erik Wade, Rohit Bal

Planning Director: Neil Barrie

Planner: Drew Phillips

Executive Producer, Producer: Anh-Thu Le

Associate Producer: Stephanie Dziczek

Director of Business Affairs: Linda Daubson

Senior Business Affairs Manager: Laura Drabkin

Talent Payment Manager: Maryam Ohebsion

Broadcast Traffic Coordinator: Eugene Gandia

Production Company: Epoch Films

Director: Matt Dilmore

Executive Producer: Melissa Culligan

Head of Production: Megan Murphee

Line Producer: Geoff Clough

Editing: Cut + Run

Editor: Graham Turner

Assistant Editor: Russell August Anderson

Executive Producer: Michelle Eskin

Senior Producer: Christie Price

Visual Effects: Framestore

Flame Artist: Trent Shumway

Executive Producer: Kati Haberstock

Producer: Mary Nockles

Telecine: MPC

Colorist: Ricky Gausis

Mix: Lime Studios

Mixer: Loren Silber

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