Monday, September 05, 2011

When The Little Guy Gets It Right

You've surely seen those annoying Pepsi Max ads, the one that implies pretending there is an impending Apocalypse is an acceptable excuse for sex crimes, and the slightly better one about tricking your boss into not staying late.

Funny thing is though, WKD have gone and shown on a fraction of the budget and creative spend that they can do this type of ad better.

The ad isn't exactly stepping into new ground, but it's actually funny instead of just cringeworthy; and it actually comes at you with a sense of warmth and fun rather than corporate sponsored mischief.

Yes, I know I was criticising the 'three guys in a bar' setup, but at least this ad gives the idea the space and time to work instead of filling it up with taste and pouring shots. We are actually allowed to see the idea develop and get a proper gag or two in there.

It just feels like WKD know their audience, know their brand and its' tone of voice, and have used it properly; whereas the Pepsi work just feels like it's trying too hard to be mischievous, too hard to be attractive and cool, and it just falls down.

The strength of Pepsi was always that they didn't care about looking cool, which is why they always seemed cooler than Coke. Recently though Pepsi ads tend to just feel like Coke ads with a little more edge (if you can call it that).

So Pepsi marketing team, try watching this and remember what used to make your communications good.


Charles Frith said...

Love this.

Charles Frith said...

BTW. You do know that to post videos so they don't bleed you set the embed width code to 400 right?

Rob Mortimer said...

I do, I just never bother as the code editing seems dodgy sometimes. (Though since I switched to the new one it has been better, might try it next time!)

A Drunkard Muses said...

Interesting post. One point, who the heckins drinks WKD, and how did they end up with this comms target? These ads perplex more than they entertain.

Rob Mortimer said...

@drunkard I think it's your typical wide alcohol audience. The attitude is long running, and gives it an interesting pov against typical beer brands