Pepsi produced this spot for the 2010 FIFA World Cup using the song "Oh Africa" by Akon. But the big story is the talent. The spot features some of the greatest football stars from around the world. Matching the Nike "Write The Future" spot, Pepsi employed FIFA's World Player of the Year Lionel Messi, France's Terry Henry, Brazil's Kaka, England's Frank Lampard, Arsenal star Andrei Ashavin, and Chelsea and Ivory Coast scoring machine Didier Drogba.
Pepsi took a pass on the Super Bowl for the first time in 23 years in 2010, and CEO Indra Nooyi has said the company is shifting as much as a third of its marketing budget to social media. But "social" doesn't necessarily mean "cheap." This video effort is "big-budget" with all the visual effects and stars so will online video help Pepsi find a way to own the World Cup without actually being in the World Cup? It has had 750,000+ views on YouTube.
I found one thing so stereotypical of "superstar" ads, was the question asked by Thiery Henry, "You know who we are?" Sheesh... can you get anymore obvious or typical?
The spot was created by BBDO Paris.
Included below is the making of the spot.
PEPSI - "Oh Africa"
PEPSI - Making of the "Oh Africa" Spot