The Kool-Aid was strong at Pepsi

  • Voices
  • April 13, 2017
  • Damon Stapleton
The Kool-Aid was strong at Pepsi

"All you need in this life is ignorance and confidence, and then success is sure."
– Mark Twain

It would seem I was beaten to writing about the new Pepsi commercial by about 6 million people. Perhaps that is a good thing. It gave me time to think and look at what everybody has been saying over the last 72 hours. Although for those involved with this commercial it has probably felt far longer.

Now, just about every angle on what is wrong with this commercial has been covered on blogs around the world. There has been much schadenfreude about the fact that it was done by an in-house agency. The narrative is that because it was done in-house there was a lack of perspective. Now, judging by the press release everybody thought they were onto a winner. Nobody internally thought it was offensive.  So, perhaps there is some truth to that. It would seem to me that very few difficult conversations about the concept were had. The Kool-aid had been drunk. Could this have happened in a good, creative advertising agency? Probably. But, the chances would have been far less because the creative voice would have been far stronger. And it would have been far stronger because creatives would have had an issue with the idea and most importantly the context. There would have been push-back. However, getting to a commercial like this is far easier than you would think.

I have been in situations like this where an alternative perspective gets squashed because the big boys in the room have decided. I have also experienced meetings where some have believed their product by its sheer magnificent existence will change the world. That kind of environment creates nodding and squashes nuance and subtlety. Two qualities that might have saved this commercial.

But even still, on paper, this commercial would have had a lot going for it. They had a big budget. Tick. They had loads of data about their audience. Tick. They could have the highest production values. Tick. A celebrity and a great track. Tick. So they have a great ad, right?

Wrong.

Like I said, the commercial had a lot going for it but there are two things it didn’t have. Friction and an idea. This commercial is what keeps us creative directors up at night. It’s what gives us nightmares so terrifying we go on to develop an addiction to sleeping tablets just so the bad dreams go away. For a while.

Let me explain.

Firstly friction. Every creative director looking at this will know there were no small battles. And if there were, the creatives didn’t win any. Great commercials happen because of many discussions and decisions. The conversation probably went like this. Do we need a celebrity? Yes. Should we really go anywhere near protesting? Yes. Do we really need to start with the cello player on the roof? Yes. Do we really need a cello player? Yes. Does he really have to have a massive Pepsi bluecCello case? Yes. Is it weird that there is a fashion shoot right next to a massive protest? No. I could go on.

Yep. You can feel this baby was locked and loaded. They were working to a formula. A series of modern cliches which seem strangely dated. The consequence is there is no humanity or authenticity which ultimately means no connection. Instead of capturing the zeitgeist it gives us a parody of it.

Having friction, however, is only useful if you have an idea. And fundamentally, there isn’t one anywhere near the blast zone of this commercial.

I think this is what angers the creative community more than anything. For the last couple of years, creativity has become this strange thing at the end of the line. Something we will do after all the important stuff. There is also the erroneous and financially driven belief that anybody can do it. We will just get some ideas from the idea factory, right?

I have often said these days the industry thinks the picture frame is more important than the picture. This ad is a perfect example of that.

Creativity, craft but most importantly concept have not been given the respect they deserve.

What this ad proves is that you can have all the money, the data and the insight, even the audience and still make a bad ad.

The simple reason for that is many arrogantly think they just need the ingredients to do it all.

The Pepsi ad proves you may also need a chef.

And, probably one who doesn’t work in your restaurant.

  • This piece originally appeared on Damon Stapleton's blog, Damon's Brain.    

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Stoppies tickets on sale now for 6 December event

  • Gratuitous self-promotion
  • November 21, 2017
  • StopPress Team
Stoppies tickets on sale now for 6 December event

The Stoppies voting has officially closed and our sophisticated algorithm is now crunching the numbers and determining the editorial and people's choice victors in each of the categories.

Read more
topics
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
voices
news

'You don’t change packaging lightly': Gregg's spices up its look

Ill-conceived packaging rebrands have been known to cost brands millions in lost revenue. So, why is Gregg's taking the risk by changing the look of ...

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit