Seen the latest the Pepsi Max ads? According to the spiel on YouTube they are created by CLM BBDO, Paris (lead agency for Pepsis soft drinks worldwide excluding North America), and directed by Matthijs van Heijningen. It goes further to say that the new Pepsi Max commercials are set against a backdrop of situations that matter to the brands audience: getting a hot date, passing a job interview.
According to adblog.msnbc the commercials are only screening in European and Asian markets so far, which is how we see them here in Australia. They are cast with North American actors, but despite their U.S. vibe, these are supposedly more subtle than the American “I’m Good” Pepsi Max ads.
To refer to adblog again:
The “I’m good” ads struck us at too obvious and ham-handed to be truly funny. These European ads do a better job of using fake violence as a witty plot point.
Perhaps more importantly, the Pepsi Max drinkers in the European ads come off as smart pranksters plotting gags to help out their buddies. In short, they are the kind of guys many people would wish to be, and they have the kind of friends you’d like to have your back.
In the U.S. ad the guys come off as dolts who are either too dimwitted to avoid being beaned in the head, or are surrounded by friends who can’t seem to avoid maiming their buddies.
Well, that’s one take on these commercials. The brand’s audience appears to be “bullshit artists” as we call ‘em in Australia. No doubt this goes down like a house on fire for some, but for others and particularly for us at this site, these guys come off as superannuated frat boys – smug, immature wankers who are totally into themselves.