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.)
