Lucas Calatayud
Account Director at Y&R Argentina
Buenos Aires, Argentina
TitleTroy
Agency
Campaign Dare For More - Pepsi
Advertiser PepsiCo Inc.
Brand Pepsi
Date of First Broadcast/Publication 2006 / 8
Business Sector Soft Drinks, Tonics
Tagline Dare For More
Story The 3 ads of the campaign reflects: 1- a guy who comes up with the idea of disguising himself in a giant teddy bear costume only to be near the girl he likes. 2- A soccer player who makes a personal sacrifice for his team during a free kick of the opposing team. 3- A girl who manages to get her driver’s license simply by persevering.
Philosophy The idea of the campaign is telling short stories; ones that are closely related to the experience of teens. The spirit of the commercials is in tune with Pepsi’s irreverent, fresh and spontaneous communication.
The campaign is directed to teens ranging from 13 to 19 years of age. Youths who are experiencing new things in their lives, who are starting to make independent decisions, who are undergoing a process of change and who are daring for more without, at the same time, alienating their parents.
¨Dare for more¨ is a clear call daring them to get more out of life.
Problem To strengthens Pepsi’s “Dare For More” positioning.
Developed by BBDO Argentina, the concept “Dare for More” is currently being used by Pepsi Worldwide.
Media Type Television
Length
Market Argentina
Account Director
Advertising Manager
Copywriter
Account Executive
Art Director
Editor
Director of Photography (DOP)
Director
Production Company Producer
Agency Producer
Production Company
Post Production
Music Company / Composer

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