Here’s a sneak peak for my mates in #usguys and broader twitterville of the new 2011 Pepsi Max International campaign, which is about to hit the screens this week-end in Europe, starting in Denmark.
The films, created by CLM/BBDO and shot by director Bart Timmer, are all part of our ongoing Max It saga which started in ’09.
You may be interested to know that developing these ads involved a three months ethnographic research on 25 year old guys, across seven countries and five continents. And as you can expect from this particular demo, it takes exactly 10 words to articulate the learnings – they just want to spend more time with their mates.
SO WITHOUT SPOILERS, HERE ARE THE FILMS
Yes, the universal truth across the globe is that guys will go to any length, no matter how mischievous, to have more time to take it to the MAX with their buddies, getting out of those less-than-intense situations involving bosses, girlfriend shopping sprees and dinners with the in-laws… And Max is there to help along the way; providing the full-on cola kick, hit and rush but without the sugar to weigh you down.
So here’s to rescue missions, get-out-of-jail free cards and escape plans… here’s to grabbing life by the balls and maxing it with your mates!
Let me know what you think in comments; If you like… please share or RT!