To kick off the new year, we're going to feature a really unique advertisement that Pepsi/Frito Lay launched just prior to Chinese New Year. The first time I saw this I was riding the metro in Shenzhen and I was amazed to see how it captivated fellow metro riders.
With an objective of convincing consumers that Pepsi and Frito Lay products should become a part of how they show care for their loved ones during the holidays, this "brand attitude" campaign conveys a memorable message by combining both celebrity endorsements (passive) and emotional appeal (drama). Matched with a hybrid execution style (slice-of-life/fantasy/musical/personality symbol), this mini movie made a big splash early on in 2012! |
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