Pepsi Throwback ads resurrect 1970s relics
Here are nine new 15-second spots from TBWA\Chiat\Day that Pepsi unveiled today to promote Pepsi Throwback, its nostalgia beverage featuring '70s product packaging and, to my personal delight, real sugar instead of high fructose corn syrup. The retro theme extends to the media buy, as the ads are running on Hulu alongside old shows like Hill Street Blues, Battlestar Galactica (the original) and The Mary Tyler Moore Show. The spots are pretty amusing, showing the Throwback can interacting with artifacts from the '70s. But Pepsi's notion that the '70s are "considered new" because millennials weren't around to experience them the first time ignores the fact that the '70s have been mined for nostalgia for years now. Also worrisome: Three other ads were made in conjunction with the folks at CollegeHumor.com, who wouldn't know funny if it flashed them and took a picture. But at least Pepsi is stepping up and producing ads to fit Hulu's specialty content. That alone makes them look like they have a clue. |
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May 18, 2009 in Food and drink, Kiefaber, Pepsi, Soda, TBWA, Vintage | Permalink |
Comments
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Smart. Good job, Pepsi.
Posted by: Jethro | May 18, 2009 1:51:06 PM
Best Pepsi stuff to come out of Chiat, hands down.
Posted by: Mike | May 18, 2009 5:32:32 PM
Nice. I genuinely enjoyed that.
Posted by: Cassie | May 18, 2009 6:31:58 PM
So Pepsi's current target audience is consumers age 40 and over?
Posted by: Ad Crank | May 18, 2009 8:42:24 PM
Pepsi left BBDO for this?!
Posted by: Lumunk | May 19, 2009 7:10:50 PM
Not a big fan of the voice overs. They are a little too broad for my taste. The Owl spot is kinda funny. The rest are lame.
Posted by: JimmySF | May 19, 2009 7:13:21 PM
Talking inanimate objects. How many times have we've seen this before? TBWA/Chiat/Day must be putting the interns on the Pepsi account.
Posted by: GreekPete | May 19, 2009 9:30:34 PM
Booorrringgggg.
Posted by: Rupey | May 19, 2009 9:33:02 PM
I gave up after the third spot. It just doesn't do anything for me.
Posted by: ArtChad | May 19, 2009 9:37:56 PM
I feel like I've seen this idea many times before. I'd expect something more innovative from an agency like Chiat.
Posted by: Brandon668 | May 19, 2009 10:35:07 PM
I'm not a fan of spots that roadblock me from watching videos. It makes me hate the product even more.
Posted by: ChrisWest | May 19, 2009 11:20:01 PM
I had the chance to try Pepsi Throwback and Mountain Dew Throwback early (http://brianlaesch.com/?p=823). Good stuff.
Nice spots. Although, I would cut them down to 10 seconds.
Posted by: Trott Felipe | May 20, 2009 2:19:28 PM
Yeah, I liked the soda, too. However, I have to admit, the spots are kinda lame.
Posted by: SRJ | May 20, 2009 2:34:11 PM
These are funny. And I thought they were appropriate for Hulu. Why y'all always so damn cranky?
Posted by: Dale From Texas | May 22, 2009 9:54:24 AM
Mountain Dew Throwback was horrible! It tasted pretty much the same as Mello Yello, which I don't like much. I can't figure out why I would have ever started drinking MD if it used to taste like that. I have drunk (drink, drank, drunk? I never can remember) it since they had the little hillbillies and the slogan "It'll tickle your innards!" and I am sure it never tasted like that. It is like Grandma's salad, no one else can make it taste the same no matter how careful they are to follow the recipe.
Posted by: JayPea | May 23, 2009 11:05:32 PM
