Pepsi's stars shine again

<p>Pepsi has rolled out a JWT/Bridge-produced music campaign in Hong </p><p>Kong and China. </p><p><BR><BR> </p><p>The first stage was a thematic TVC that featured two Hong Kong pop </p><p>superstars, Faye Wong and Aaron Kwok. </p><p><BR><BR> </p><p>This was quickly followed with a promotional commercial that also </p><p>included another celebrity, Kelly Chan. </p><p><BR><BR> </p><p>The thematic commercial represents Pepsi's continuous effort to build </p><p>the "ask for more out of life" attitude among teenagers through the use </p><p>of video games, elevating the player from one level to another until the </p><p>world of infinity is reached. </p><p><BR><BR> </p><p>Pepsi has used celebrities consistently for the past two-and-a-half </p><p>years, with the main stars being Faye and Aaron. </p><p><BR><BR> </p><p>JWT China chief executive offiver Tom Doctoroff told MEDIA: "Faye </p><p>represents the individualism and depth of youthful aspirations. Her </p><p>uniqueness as a performer and a personality give the brand depth. </p><p><BR><BR> </p><p>"Aaron complements her beautifully. His dancing, his looks and </p><p>stylishness capture the thirst the new generation has for all things </p><p>new." </p><p><BR><BR> </p><p>JWT and director Derek Chang split responsibilities for the whole </p><p>campaign. </p><p><BR><BR> </p><p>Lo Sheung Yan was the ECD, with Andy Chan the CD. Art direction came </p><p>from Leo Li and copywriting from Jason Zhang. </p><p><BR><BR> </p><p>Centro Digital Pictures handled post-production, on and offline editing </p><p>and digital effects. </p><p><BR><BR> </p><p>(See also page 34.) </p><p><BR><BR> </p>