Pepsi's stars shine again

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

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