Bravo to BBDO and Pepsi for a clever, memorable spot that I thought stole the show at the Super Bowl.
It is a slippery slope when a brand tries to borrow another brands icon the way Pepsi did but BBDO did it flawlessly. Inc. Magazine ran an article stating that Pepsi learned the hard way that borrowing a icon simply reinforces the brand and the consumer’s emotional attachment to the brand.
I understand the Inc.’s point but on the other hand, they likely had the most memorable spot from the game and while it used the polar bear, nobody was confusing this for a Coke spot.
The amount of storytelling that they managed to convey in 45 seconds was fantastic. BBDO proved that great storytelling does not require a 60 or a 90. I don’t know the math, but saving 15 or 45 seconds must be millions of dollars saved or put toward more media buys (or better rates for the agency:-). For a number of years, I have watch far longer ads running on the Super Bowl with not nearly as much of a story.
The kiss cam at the end was a perfect, short wrap up to a flawless spot.
Great job BBDO and great job Pepsi for trusting your agency! Love it!!