Pepsi Max: Lonely Calory, Rocket

One very very lonely calorie.
Pepsi Max

Advertising Agency: BBDO Düsseldorf GmbH, Germany
Creative Director: Toygar Bazarkaya
Art Director: Michael Plückhan
Copywriter: Kenny Blumenschein
Illustrator: Johan Potma


Crisp One's picture
Crisp One
2005 pencils

funny...logo treatment is flippin sweet

corre's picture
196 pencils

and true, I dig the logo too. The font could be a little bit "bold"-er though, I didn't even notice the logo in the first ad.

krautland's picture
3216 pencils

who's the illustrator?

thiso's picture
70 pencils

One very very cool ad!

Guest commenter's picture
Guest commenter

these are great. no way in hell pepsi would ever buy this campaign in the U.S. (sadly)
i love the can treatment.

dshott's picture
475 pencils

I like the illustration and the colours, wrist cutting a bit extreme, it wouldn't get through in england either

SeanMartin's picture

So are we to assume that this is *really* the work of BBDO?

Just asking.


Here, let me save everyone the trouble of asking. "Do you even work in advertising?"

bauer's picture
126 pencils

Yeah, this is really the work of BBDO. This campaign is kind of buzzy in Brazil right now for showing suicide tecniques.

salamandos's picture
1947 pencils

Not my can of pepsi.

Guest commenter's picture
Guest commenter

really liked the concept, disliked the execution. think minimalistic.
if you're going to say "one", "lonely", "solitare", etcetera, then to crowd the frame with colour and more happenings than a M.A.D. panel strip seems counterproductive.

Marv1's picture

The illustration looks very similar to Zozoville:

Guest's picture

woul like to be the father of this baby

realy cool.

desailly's picture
470 pencils

Like them a lot. I think it's fair to say that the team have had a good look through the book of Bunny Suicides.

mondo's picture
142 pencils

great execution! great packshot treatment!

CK TheJunction's picture
CK TheJunction

a little morbid but the illustration is great.

Floro's picture
63 pencils

fantastico publicidad!!!! muy bien!!!!

izmild's picture
770 pencils

I like the illustration...

Guest commenter's picture
Guest commenter

Great illustration BUT very old idea!!!!!

bhavdeep's picture
284 pencils

nice art direction..

corre's picture
196 pencils

I prefer the other ones because they focus on one way of suicide rather than a bunch like they do in this one. Makes me feel less focused.

Guest commenter's picture
Guest commenter

illustrations are done by johan potma

GedStankus's picture
2 pencils

It is my understanding that the purpose of advertising is to sell something – a thought, a cause, a charity, an event, a product – in other words, to get people to part with their money or their time, which some say is money anyway. These ads have prompted me, as well as a good number of others, to spend time to comment on them. So in that respect, they’re successful.

But let’s step back a moment and look at the current global environment in which these ads are appearing.

World economy in turmoil. Global job loses and threat of a depression, with no foreseeable turnaround for the next 18 months or more. The holiday season and the inevitable spike in depression that accompanies it, fast approaching.

Maybe it’s not the best time to be selling a can of pop by promoting suicide as an alternative to loneliness and isolation.

Just a thought.

Guest commenter's picture
Guest commenter

I have had with people always trying to dig deeper into an ad and find some "hidden meaning"!!!! This ad does not promote suicide or violence, it has nothing to do with the current economic crisis, and has nothing to do with "any attention is good attention". It's a freaking ad for Pepsi max people, if anything it's promoting killing calories which is a good thing! Back in the day when I went to ad school we were told 95% of advertising is bad. The reason for this is because people are too scared to do creative ads because people like you always find a negative in it. Wake up! if you look for a negative in any ad you will find it!!!

I just think it's so sad how so many people try to make ads to be so much more than they are. We are not in the business of changing the world, we're in the business of making ads.

This site is quite frustrating in terms of 45% of the people on here always say "this is a copy of ____ ad", the other 45% of people will trash ads for no other reason than "I don't get it so it must suck" and maybe 10% actually will give good feedback.

That's it!!! I've had enough, I'm going to the account side =)

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