Pepsi: Skiing

Advertising Agency: BBDO, Düsseldorf, Germany
Executive Creative Directors: Veiko Hille, Sebastian Hardieck, Toygar Bazarkaya
Art Director: Michael Plückhahn
Copywriter: Christopher Neumann
Production: Stefan Kranefeld Imaging

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59 comments

rocketman's picture
rocketman
387 pencils

wow, beautiful art direction, i could recognise the pepsi logo right away from the thumbnails.
i don't see how "dare for more" has anything to do with pepsi, though.

dare put more sugar in your body?
dare experience the thrill of obesity?
beats me.

adrianapr's picture
adrianapr
1238 pencils

"dare for more" is the global positioning / slogan of pepsi, rocketman... didn't you hear it?
precisely that's one of the reasons why the ad is so good.

rocketman's picture
rocketman
387 pencils

i agree with you, it's a beautifully crafted ad, i question not the creative solution but the strategic approach.
relating a soft drink like pepsi with extreme sports seems a bit of a strech, don't you think?

adrianapr's picture
adrianapr
1238 pencils

yeah, maybe you're right. Usually they relate with more "simple" stuff, for example tha tv ad in the roller coaster, don't know if you saw that one... that the guy goes in with a glass of pepsi and keep balancing it till the end so he doesn't drop the liquid. he succeeds and his friends yell, you know.

anyway, maybe surfing is not sooo extreme... the WAVE is extreme. And the same for climbing. I don't know, i like the ads but agree, maybe not so WOW.

rocketman's picture
rocketman
387 pencils

do you have a link to that ad?
thanks.

adrianapr's picture
adrianapr
1238 pencils

i never looked for it, but i will since you´re a cool guy.
it´s not the same, by the way!! i just mentioned it because of the positioning/slogan thing.
i´ll see if i can find it.

rocketman's picture
rocketman
387 pencils

thanks, i appreciate it.

do you remember the coca cola ad that won a film lion this year? the one with the recreation of the grand theft auto video game were the ¨bad guy¨turns out to be a really nice person to everyone? i think that's a great positioning for the product, soft drinks bring sweetness to life, smiles, fun and what not, and i think that's a believable promise.

even though ¨dare for more¨has been the slogan for pepsi for a while it seems a little misleading for me.
don't get me wrong, i think these creatives did a great job at solving the brief they were given, and they deserve all the awards they will win for this. it's the overall message that bothers me. ¨dare for more¨ seems presumptuous in this case, but that's something that needs to be dealt with from a corporation point of view, no doubt.

adrianapr's picture
adrianapr
1238 pencils

you´re completely right. actually now i don´t like these anymore, which makes me thinkmaybe they "wow" you for the first 4 seconds because of the kind of photo and the art, but then you feel like empty...

besides, if i "dare for more" i will definitely go with coke, hahahhaaaa.

ivan's picture
ivan

Good point. Every time I read DARE FOR MORE on a pepsi stand I think: "Hmkay, so what's beyond Pepsi then?" and grab a Coke. :)

Ivan Raszl, admin of AotW

adrianapr's picture
adrianapr
1238 pencils

cheers, ivan.
with coke.
or even better: a beer!
hahaha

adrianapr's picture
adrianapr
1238 pencils

look, rocket, this is the pepsi tv i was talking about (positioning, etc etc):

http://www.youtube.com/watch?v=QqitMlOQ9D0

rocketman's picture
rocketman
387 pencils

thanks, mm&i, i appreciate it.

even here, the tagline is "ask for more", no "dare" to be seen.
i think it's definitely more in line with the nature of the product.

cheers (definitely with beer :)

rocketman's picture
rocketman
387 pencils

thanks, mm&i, i appreciate it.

even here, the tagline is "ask for more", no "dare" to be seen.
i think it's a lot more in line with the nature of the product.

cheers (definitely with beer :)

adrianapr's picture
adrianapr
1238 pencils

yeah, maybe you're right. Usually they relate with more "simple" stuff, for example tha tv ad in the roller coaster, don't know if you saw that one... that the guy goes in with a glass of pepsi and keep balancing it till the end so he doesn't drop the liquid. he succeeds and his friends yell, you know.

anyway, maybe surfing is not sooo extreme... the WAVE is extreme. And the same for climbing. I don't know, i like the ads but agree, maybe not so WOW.

fractalrene's picture
fractalrene
1506 pencils

'Dare for more' was the global positioning/slogan of Pepsi. They are all about the choreography (multiple experiences, living multitasking, infinite branches for a story) campaign right now, which make me think about the date of publishing.

javierjvc's picture
javierjvc
2 pencils

Rocketman. Can you show your work?
Dont be so stupid talking like that. It feels like your mom didn´t hug you the necesary.

liar's picture
liar
386 pencils

Isn't it very childish of you to ask Rocketman to show his work from his comment? His comment wasn't even harsh, and it makes sense for some people, like me. What is so daring about drinking more pepsi anyway? Maybe you should be showing your work to shut us up.

k-rocka's picture
k-rocka
428 pencils

Maybe you should show your work liar - haha - just kidding javierjvc is an idiot.

adrianapr's picture
adrianapr
1238 pencils

"dare for more" is the global positioning / slogan of pepsi, and it has been so for a while, guys... nobody heard it before???

liar's picture
liar
386 pencils

of course everyone heard of 'dare for more', like rocketman, i'm just not too comfortable with its strategy. It's just a little vague associating coke drink with dare for more. I need people to convince me on that.

adrianapr's picture
adrianapr
1238 pencils

javierjvc, what's wrong with you?? you have the PMS?

rocketman's picture
rocketman
387 pencils

wow javier, sounds like you're an angry little fellow, i wonder why you brought up moms not hugging children enough so abruptly and out of the blue.
hey people let's send che javi a big hug, sound like he's badly in need of one.

and don't worry about my work, as soon as i have new stuff that i'd like to share you will be seeing it, no question about it.

adrianapr's picture
adrianapr
1238 pencils

rocket, let´s introduce javier to gustavs0n, HAHAHHAHAHAAAAAA
they will have a lot of fun together talking about good advertising.

i said GOOD, not GREAT.

rocketman's picture
rocketman
387 pencils

i'm with you all the way.
as long as GustavsOn promises not to throw the word ¨mierda¨ at any of javier's favorite ads, i think they'll be ok. :)

Ad Junkie At Large's picture
Ad Junkie At Large
554 pencils

first of all the ad isn't very good at all, it might look cool but I don't see the connection to extreme sports. It's just an excuse to have a cool visual. Plus the three attributes (mountains, snow, and rock) don't line up, the rock and snow are their natural colours and the sky/mountains are pink? when art mountains pink? anyway javierjvc don't get upset with people sharing their opinions, because they're just opinions.

adambeu's picture
adambeu
40 pencils

Dare to buy pepsi? Is it really that challenging to buy a soda? Art direction is off the charts, but I'm a bit confused by the message.

capywriter's picture
capywriter
5511 pencils

Don't see it so difficult... it's just talking about a way of life... People who choose for Pepsi are adventurous, daring... (at least according to the makers of this ad)

juliangray's picture
juliangray
987 pencils

dear god, please take note: PHOTOSHOP DOESNT MAKE IDEAS.

Stay away from hue-saturation untill you have a idea that doesnt need a RED sky.

Bye's picture
Bye
1468 pencils

So this was just an idea of a macman experimenting with the irresistible hue and saturation, was it?

adrianapr's picture
adrianapr
1238 pencils

in this case i'm with juliangray... this one specifically really doesn't need the red part, it's waaay too forced. I like the other two but you don't need this one.

Lecter Lecaros's picture
Lecter Lecaros
561 pencils

Alemanes gueones

misterpanda's picture
misterpanda
282 pencils

toooooo bad!

teenie's picture
teenie
1894 pencils

I don't get the tagline either, but the idea may have been lost in translation. I think it's a beautiful piece to look at, though.

Kateter's picture
Kateter
2029 pencils

although these look nice they somehow don't work for me. I still find Pepsi more of an urban thing not so much nature (or extreme sporting to this extent).
all in all: capturing visuals, doubtful pay-off.

btw, these won Epica award just today (don't know whether it's gold, silver or bronze).

malaysian tomboy's picture
malaysian tomboy
86 pencils

holier=than-thou ... shut the fuck up

Bye's picture
Bye
1468 pencils

They won the Grand Prix actually.

fractalrene's picture
fractalrene
1506 pencils

...As an outdoor. Print Epica D'Or went to the France24 campaign.

Fabian Kirner's picture
Fabian Kirner
270 pencils

Hey Plücki! Ich gratuliere ganz herzlich! Grüße, der Fabse

jonybeta's picture
jonybeta
364 pencils

This campaign continue the construction of the Pepsi brand, it´s not a wow campaign, nice art.
http://micorazontusmanos.blogspot.com/

Jonathan Betancur
rockvertising.com
twitter.com/jonybeta

adrianapr's picture
adrianapr
1238 pencils

exactly, zafra. construction of brand. they have "platforms" such as sports and music, i don't remember the third one... a few years ago i worked in the pepsi account, but not anymore.

miles's picture
miles
306 pencils

good job.

wkanaan's picture
wkanaan
483 pencils

good work, convincing

Bobby Defect's picture
Bobby Defect
28 pencils

Super!

Great idea great art work!

efox5's picture
efox5
85 pencils

I can't help myself log in and comment: amazing, incredible, unbelievable!

Ron Jeremy's picture
Ron Jeremy
92 pencils

Guys visual swapsies are old school. Making the logo into something is old school. And don't get me started about the contrived pink backgrounds. Obviously the whole agency is logging in and singing its praises because its beyond me why anyone would think this is good. I mean the ad holds no insight whatsoever. The engagement factor is zero and the payoff is... actually can someone tell me what these ads are saying to the consumer... pink sunsets are nice in the snow?

adrianapr's picture
adrianapr
1238 pencils

ron, i agree with you about the logo being old school and almost everything else, except that these ads are saying something: they're saying dare for more, or ask for more.

If it's a good idea or concept, is another story, but yes sir, they have a message.
In the 3 ads you can see this tiny little person in the snow, or surfing, or climbing, did you notice?...

Again: i'm not saying these are brilliant or even good, i'm saying there is certainly a message there. We don't like the message or the ads, but the message is there.

by the way, i agree: seems like BBDO Germany is commenting a lot, hahahhahaaa.
I said it SEEMS, don't kill me my german friends.

Rog's picture
Rog
6094 pencils

Coke already did this.
Playing straight off the logo graphic.
Twas on AotW just a few months back.

>>>> That's not an ad. THIS is an ad.

supersupergirl's picture
supersupergirl
294 pencils

the grass is green and the rose is red and the sky is... well pink???

dr.look's picture
dr.look
53 pencils

thanks, i was wondering about the sense of the red sky, too.
nice postproduction work anyway.

steve_tree's picture
steve_tree
27 pencils

Dah! look at the colours of the Pepsi logo... red white blue

drunk dave's picture
drunk dave
1066 pencils

Boring shit. I surprised anybody like this.

Disco Munky's picture
Disco Munky
3900 pencils

Then this'll knock your socks off.

I liked these.

Boom-shanka!

Branding the planet, one mountain range at a time.

I love this line of work.

Doin' it for the points

drunk dave's picture
drunk dave
1066 pencils

That's because you're a talentless tool, but you already knew that.

Disco Munky's picture
Disco Munky
3900 pencils

Did I insult you?

Did I hurt you?

But you just had to raise up and strike first. Trying to keep me down before I've done anything. Trying to put me down, away from you in a different part of town with no electricity or water or.........I just remembered who I'm talking to. My bad.

wit krag...

tosser.

Doin' it for the points

dr.look's picture
dr.look
53 pencils

of course i got the logo, steve_tree.
i mean it should have been more photographic - skies can be red: eg after sunset.
could have been great without this artificial looking 90s colour code thing.

john doe's picture
john doe
1571 pencils

(deleted by poster)

johnstone's picture
johnstone
24 pencils

Nice work. Could be competing for a FAB this year.

Guest commenter's picture
Guest commenter

Sorry. Could you please show me the way to the idea?

angieraj's picture
angieraj
428 pencils

ummmmmm Very Pepsi of them.

Cognito Ergo Sum

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