Ryan Paulson CD/Writer
Creative Director / CW
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Pepsi // Super Bowl XLIX

 

PEPSI // SUPER BOWL XLIX

Pepsi wanted to keep their Super Bowl spot under wraps, so they asked us to find some interesting ways to bring the supernatural
themed ad to life in the real world.

Out of Home

We created a crop circle in the shape of the Pepsi logo across from the stadium, driving conversation about the brand leading up to the game. The crop circle was featured in the New York Times and was a Creativity Editor's Pick.

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Experiential

Since the Super Bowl was in Phoenix, we recreated a famous UFO sighting that happened in the area (exciting alien enthusiasts and conspiracy theorists in the process).

 
 

Television

For context. this is the spot that it all led up to, introducing the Pepsi Halftime Show.  Though I was on set for the shoot, I didn’t have anything to do with the idea conceptually (that was all Tommy Means).