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Pepsi: Refresh anthem

Advertising Agency: TBWA\Chiat\Day Los Angeles, USA
Global Director of Media Arts: Lee Clow
Executive Creative Director: Rob Schwartz
Creative Directors: Brett Craig
Art Director: Bill Hornstein
Copywriters: Brett Craig, Anthony DeCarolis, Eric Fahrenkopf
Director of Broadcast: Richard O’Neill
Agency Executive Producer: Anh-Thu Le
Agency Senior Producer: Mila Davis
Agency Producer: Rob Saxon
Production: MJZ

Director: Dante Ariola

Executive Producer: Jeff Scruton

Producer: Natalie Hill

Director of Photography: Chris Soos


Editorial: Rock Paper Scissors

Editor: Kirk Baxter

Additional Editing: David Brodie

Producer: Mike Goble

Assistant Editor: Ryan Seegers

Executive Producer: Carol Lynn Weaver


Online/VFX: Method Studios

Executive Producer: Helen Hughes

Producer: Scott Boyajan

Creative Director: Alex Frisch

VFX Set Supervisor: Gil Baron

CG Supervisor: Andy Boyd

Lead Compositor: Jake Montgomery


Research: Nickerson Research
, Susan Nickerson


Mix: Play Studios

Executive Producer: Sara Hartman

Mixer: John Bolen

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33 comments

A.G. Pennypacker's picture
A.G. Pennypacker
607 pencils

Wasn't the best Super Bow spot I saw yesterday but easily in the top 10.

zmekyus's picture
zmekyus
120 pencils

horrible horrible shhhh...

Guest's picture
Guest

sorry, but will.i.am doesn't deserve to be in the same anything as bob dylan.

Guest's picture
Guest

people need to relax...
Everyone is super negative...
where's your super bowl spot

thirty6chambers's picture
thirty6chambers
1464 pencils

Are movie critics not allowed to speak because they can't make movies? Go have a time out in the corner.

spam052's picture
spam052
25 pencils

what a bland ad. if not for the music this would be a total 0.

beigedogg13's picture
beigedogg13
76 pencils

good stuff, especially for chiat

Guest's picture
Guest

who's the guy at the beginning?

desailly's picture
desailly
470 pencils

Do you mean Bob Dylan?

Great music, so it probably makes the ad a little less generic and meh than it actually is.

Guest's picture
Guest

Loved it. One of my favorite ads this year.

NatalieM's picture
NatalieM
1687 pencils

It works quite well. Pepsi really is more than just soda pop now.

Guest's picture
Guest

"Ain't singing for Pepsi
Ain't singing for Coke
I don't sing for nobody
Makes me look like a joke."

Neil Young

Guest's picture
Guest

I agree. But the song is good.

Guest's picture
Guest

I agree. But the song is good.

Guest's picture
Guest

Outstanding --better than Dylan's original recording.

Guest's picture
Guest

cool! love it!

Guest's picture
Guest

who is the very first guy they show on this commercial?

Guest's picture
Guest

It did all the things art is suppose to do to one. It got my attention it made me want to cry and laugh and be thankful that I was around when Dylan was a pup. It moved me and touched the mysterious part of me that responds to good music. It was the most artful commercial of the day. Long live bob dylan forever young or old.

Guest's picture
Guest

They should of shown better clips but the song is really good.

AlexWolf's picture
AlexWolf
40 pencils

Hummm not the best superbowl Add I think they didnt went to far with the idea

Guest's picture
Guest

Yeah, maybe there's a bit of a huge gap between Bob and Will and some comparisons are far off the mark. But the idea is definitely there and true to some extent. I like it.

Guest's picture
Guest

Comparing Dylan to some rapper,
is like comparing life to death.

Worst Pepsi spot ever.
Can't believe Dylan or at least their label would condone this.

Oh wait, yeah, we're in a shitty economy. I get it.

Guest's picture
Guest

Only a douche like this black eye peas dude would agree in compare himself with Dylan...that's lame and sad

Guest's picture
Guest

I think it's lame when people get upset about commercials.

Guest's picture
Guest

The black eyed peas dude screwed the song royally (which I think will make a lot of people angry), but the message stay true to pepsi and the ending scenes really sticks with you.

Guest's picture
Guest

NO, NO, NO. Bob Dylan is not to be compared with the guy from the Black Eyed Peas. Why? just because he was a hologram in CNN? NO, NO, NO. period.

Guest's picture
Guest

He's not being compared to him. It's the two different generations being compared. Rock vs Rap kind of thing. Geez.

Guest's picture
Guest

This is one of the worst spots I've seen this year. Sure, Dylan is a tool but this is just boring. I can just picture the account planner thinking he had the best concept ever when he decided to attach PEPSI to social reform and change, yet it just reeks of inauthenticity and is only saved by decent art direction. TBWA needs to steep it up and the ad world needs to stop relying on stripping value from original content to sell a product. It's boring, cliche and done.

Epic fail TBWA, epic epic FAIL>

Guest's picture
Guest

Did anyone else feel like this was just a regurgitated version of many classic Coke-a-Cola ads? The whole lovely-dove feeling along with the the music... I feel like the concept isn't particularly original and to be honest, if it were a Coke spot (which I thought it was) I personally would have enjoyed it more. I didn't dislike the spot, I just thought it was capitalizing on the success of their rival's past campaigns which did absolutely nothing for Pepsi, but certainly demonstrated for Coke it's past advertising.

Guest's picture
Guest

There were better clips, but the agency insisted on shooting some stuff themselves. The real POW/solider homecoming scenes were powerful, the remakes are lame.

Guest's picture
Guest

how funny. the pow shot was a remake.

Guest's picture
Guest

i think this is an "okay" concept
Will.i.am is the exact opposite of Bob Dylan, that is why they use him for this ad

Love the song. Bob Dylan rules!

Guest's picture
Guest

there are too many old farts in the ad world.
you may not think you're an old fart yet and want to stay young...
but soon enough you'll be angry at every ads targeted towards the young.

don't be mad because of generation gaps.

anon. out.

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