How similar are the small joys in your life to the adrenaline-fueled highs of a post-touchdown dance by a millionaire football star? The world's No. 2 soda brand thinks the two might just be closer than you think.
Pepsi continues a season-long NFL marketing effort tonight with the second ad in its #BreakOutThePepsi campaign. The spot also features New York Giants wide receiver Odell Beckham, Jr.'s debut in his new role as soda spokesperson.
With creative by BBDO New York, the work compares the everyday victories of average Americans to the replay-worthy highlights that characterize pro football. Its running theme could be summarized as "NFL superstars: They're just like us ... but not really at all."
In "Checkers," a Pepsi Zero drinker likens the brief thrill he experiences after besting a senior citizen in a board game to Beckham's famous end zone boogies.
This is the first of two ads starring Beckham; the second will air in late October. Steelers wide receiver and end zone twerking enthusiast Antonio Brown kicked off Pepsi's 2016 NFL effort with "Phone Number," which debuted last month.
Approximately one year ago, BBDO and Pepsi rekindled a previously fractured relationship with a one-off ad starring another NFL star who has become a household name: the notoriously press-averse Skittles fan Marshawn Lynch.
The Omnicom shop has since expanded its relationship with the soft drink giant, though sources tell Adweek it is not involved in the digital agency review that launched last month.
The new campaign will debut during tonight's Monday Night Football game between Beckham's Giants and the undefeated Minnesota Vikings.
CREDITS
Agency: BBDO New York
Client: PepsiCo
Spot: Checkers
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Lauren Connolly
Creative Director: Monty Pera
Creative Director: Don Marshall Wilhelmi
Associate Creative Art Director: Todd Rone Parker
Associate Creative Copy Director: Dan Kelly
Group Executive Producer: Julian Katz
Executive Producer: Matt Nowak
Business Manager: Paul Cisco
Senior Account Director: Ladd Martin
Account Director: Lauren Munilla
Account Executive: Cornelia Madsen
Planning Director: Chris Cummings
Engagement Planning Director: Yin Chung
Production Company: World War Seven
Director: David Shafei
Director of Photography: Bryan Newman
Executive Producer: Josh Ferrazzano
Producer: Bo Clancey
Production Supervisor: Michael Mitchell
Edit House: Fluid
Editor: John Piccolo
Assistant Editor: Evan Johnston
Executive Producer: Laura Relovsky
Senior Producer: Valerie Iorio
Flame/VFX: Chris Davis
Flame Assistant: Cliff Moller
Colorist: Stephen Picano
Audio: Mr. Bronx
Audio Engineer: Eric Hoffman
Producer: Claudia Gaspar