Pepsi Max has unveiled its first ever global brand campaign which sets to underline ‘Genius’ in a series of videos and experiences.
The digital-first, content-focused and socially-led ‘Genius’ campaign will showcase a series of videos that highlight unique experiences. In the campaign’s first video, ‘Drone Football’, Pepsi Max transforms what appears to be a normal game of five-a-side football with LED lights and by illuminating the pitch to create an unexpected experience for the players. The match is officiated by a drone, which is the ‘Genius’ twist to the experience.
Produced by AMV BBDO, directed by Scott Lyon, the advert is filmed in Barcelona and features an enormous scoreboard holographed onto the surrounding apartment buildings, and a drone floating around, snatching the ball, and showing yellow cards for nasty fouls.
Reactions of local players and bystanders was authentic and genuine as Pepsi MAX created a surprising and exciting night with LED lights, as well as drone and on-the-ground camera technologies capturing the inventive, epic game from multiple angles.
Kristin Patrick, Senior Vice President and Chief Marketing Officer at Pepsi, said;
We believe that the most exciting experiences don’t just happen–they’re created. The ‘Genius’ campaign will show experiences that are elevated and made more exciting when something unexpected happens.
In the case of ‘Drone Football,’ our first TV and digital ad under this new campaign, we’ve taken something that’s already exciting – a pickup game of football among friends – and elevated it by adding in surprising twists, that at first surprise the footballers and then make their game even more exciting than it might have been.
The idea was to create exciting digital content that could keep consumers engaged with brand. The concept of the campaign is to take unique experiences and combine them with consumer ‘passion points’ such as music, sport and technology. Focused on digital broadcasting primarily, “Genius” campaign will feature more content-driven ads, and will also be showed via traditional TV.