Pepsi is riding the political change tails and using it to promote its new logo to great effect. We’ve already seen outdoor ads by Pepsi capitalizing on the Obama inauguration as a new era begins for politics and for Pepsi.
Directed by Dante Ariola, the ‘Pass’ commercial follows the evolution of the different Pepsi bottles, cans and logos from the start of time. This involves elaborate recreation of all these different eras. This includes the 1920s & 1930s, the hippies, the disco, the Berlin wall and more.
The commercial is set to the song "My Generation" by The Who and is created by TBWA CHIAT DAY, USA ad agency.
Visual Brand Evolution
Pepsi ‘Pass' Commercial Shows Branding Changes Over Decades
Trend Themes
1. Visual Brand Evolution - Disruptive innovation opportunity: Create interactive advertisements that showcase the evolution of a brand's visual identity.
2. Political Change Marketing - Disruptive innovation opportunity: Develop marketing campaigns that leverage political events to promote products or brands.
3. Nostalgic Recreation - Disruptive innovation opportunity: Use elaborate recreations of different eras to connect with consumers on an emotional level.
Industry Implications
1. Advertising - Disruptive innovation opportunity: Integrate virtual reality or augmented reality technologies into advertising campaigns to create immersive brand experiences.
2. Marketing - Disruptive innovation opportunity: Develop strategies to leverage cultural, social, or political shifts to enhance brand communication.
3. Entertainment - Disruptive innovation opportunity: Create nostalgic content that taps into popular cultural eras to engage and captivate audiences.