Magazine article Marketing

Adwatch: Pepsi Max - 'Bavarians'

Magazine article Marketing

Adwatch: Pepsi Max - 'Bavarians'

Article excerpt

Given that we have just emerged from the most intense period in English football for four years, it is interesting that none of the major global sports brands feature in this week's Adwatch table. Are they not spending as much or has their advertising become wallpaper? I suspect it is a bit of both.

The formula worked a few years ago. Bring together a group of sponsored players, put them in a strange setting and throw in a funky soundtrack. Unfortunately, it's tired and so are we. Apart from the proud adaption of Honda's brilliant 'Impossible Dream' commercial, the advertising around this year's World Cup has been as dismal as England's performance. Which brings me to the ad I have chosen: Pepsi Max.

The brief: huge global client, several football gods, decent media spend and presumably a production budget to match.

The solution: Messrs Beckham, Roberto Carlos and Raul stumble upon a Bavarian drinks-fest and instead of beer, the steins contain Pepsi. …

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