Pepsi’s Emoji Billboards and Instagram Photos Are Cool in Ways That the TV Isn’t

Daniel Arnold and Ben Watts bring an attitude to the work

There's no getting around the fact that emojis, whatever their social equity among young people, are quite literally cartoony. And if you're going to build a whole global ad campaign around them, as Pepsi has done with PepsiMoji, it's going to feel pretty lightweight. And indeed, the five-second TV ads, which we wrote about earlier, are bubbly but also fleetingly goofy—all the more so because of their short length.

@nudd Tim Nudd is a former creative editor of Adweek.