Rate the Ad: Pepsi Max: Suicide

Cute grotesqueness or grotesque cuteness is a sometimes popular sub culture. While visually unusual, I question whether this speaks to Pepsi's target audience. Somehow I am reminded of Levi's Hard Jeans campaign, and I think this just will not work.

The illustration style is awesome, but the subject matter is completely insensitive. Seems inappropriate for an Americana type company to be so flippant.

I was hoping someone would bring up these ads in an open forum. While I like the artistic look of the cartoon, I think the subject matter and detail in them are a bit too over-the-top for mainstream media advertising (especially for an all ages brand like Pepsi). These ads remind me of The Bunny Suicides cartoons (but the Bunnies are less graphic).

These ads are well executed and they are relevant to the key insight of the product. They are memorable, and from the look of things they are gaining valuable word-of-mouth traffic. I would predict that these will do well on the creative circuit. Hats off to the creators.

It's about time for people to lighten up. Popular culture has become increasingly edgy as we are more and more desensitized through entertainment. Cartoons that cross the boundaries of what is acceptable in the real world are nothing new. Long before South Park, Ren and Stimpy and The Simpsons we had Wiley Coyote blowing himself up repeatedly on Sunday mornings. It’s called make-believe people. Even my 3-year-old knows that.

The only reason that these ads are under scrutiny is the fact that a major multi-national brand, with a typically more conservative approach, was brave enough to produce them. Had this been the latest ad for Diesel Jeans, MINI or MTV, then we would have heard a different tune.

I believe you should be able to express yourself without fear of backlash from the no-fun police. Why should a select few dictate the environment for everyone else? People should be encouraged to make their own conclusions about an ad rather than be subject to censorship. In this politically correct society we seem to be dumbing down our messages to meet the lowest common denominator. If that trend continues I predict more and more consumers will spend less time reading/watching censored main-stream media, and will resort to entertainment on the Internet for a more engaging experience.

Thomas Stringham

Creative Director
Hot Tomali

These are great illustrations and funny adult humor, but not a very good message for kids. However, with that said they are not unlike what happens in the cartoon world, then (Tom and Jerry) or now.

How does this make me want/prefer Pepsi?
How does it help me identify with/relate to/love the Pepsi brand?
Is it cool to push buttons for no discernible purpose?
Do stylized depictions of suicide express Pepsi-ness (Pepsi-tude?)?

Ahhhhh...that refreshingly ice-cold bubbly cola taste! Reminds me of...despair and death!

This ad depresses me.

I think I understand their idea of 'the calorie' being so lonely because he's not a part of the Pepsi Max.. What I don't get is why they would want to associate such a dark issue with any of their soft drink brands?? Any thoughts??

Re Pepsi commentary: The phrase "toes the line" in this case is illiterate. "Skirts the line is probably what you meant.

To TOE the line means to align (as with soldiers to a visible or imaginary line, i.e., showing deference to authority.

So Pepsi is trying to say that if you're lonely, you should kill yourself. They're even offering up several suggestions on how to accomplish it. I wonder if this was shown to anyone in the legal department.

I lost my sister to suicide 4 years ago. It changed my life and woke me up to a very dark side that many of the people we care about live in on a daily basis until it's too late.

I have NO IDEA how a supposedly world class agency like BBDO could have come up with such an insensitive ad campaign ...nor can I comprehend how a brand like Pepsi could approve this kind garbage. Are their sales really suffering to the point where using suicide as a theme to sell soda makes sense to them?

Fact: Suicide is the 3rd leading cause of death among teens age 15-24.

Fact: Pepsi Max targets that demographic

What the hell were you thinking BBDO and Pepsi?

I think this is an overkill. Lose the rest except the rope, it can already get the message across. Then, it'll be hilarious.

While it was initially unclear to me why Pepsi would change ad agencies after over 50 years with BBDO, this ad tells me that it is time for something new. It appears that perhaps BBDO is attempting to portray its own feelings towards Pepsi's decision to end its legendary partnership. Who knows what will come next as Pepsi re-positions itself with a completely new, revamped ad campaign through Arnell.

This ad is extremely disturbing and seems to me to be an incredibly off-the-mark attempt at highlighting Pepsi Max's low calories. What message does Pepsi hope to send to consumers? "Drink Pepsi Max and you too will feel lonely enough to take your own life." Not only is this incredibly appalling but I am at a complete loss as to how Pepsi hopes that this sort of ad will help it to gain market share in a waning carbonated beverage market. Is this how Pepsi hopes to win in the Pepsi vs. Coke battle? Not a chance. Not when, your competitor is known the world over, portraying its followers as happy, musical individuals who "want to give the world a Coke."Who can deny a warm and fuzzy message of global unity, community, and love? It is "the real thing" after all. The outlook for the global economy is bleak. Drink Coke, join together, and never be lonely again. Pepsi barely stands a chance against that message!

So Pepsi, along with BBDO, releases this new set of print ads that are not only incredibly un-funny, but also a pathetic attempt to try to get consumers to drink the new Pepsi Max? Really?

While creativity and innovation must always be applauded for the mere sake of creativity, this should not be lauded as an outstanding, replicative innovation. It is not simply a "dark concept". It is sadistic and foreshadows the eventual demise of Pepsi-Cola. The Cola Wars are over. Is this Pepsi's cry for help? Completely inappropriate! I highly doubt that the message this ad communicates will get very far with any members of its target market. If nothing else, it will deter anyone from wanting to drink Pepsi ever again.

Keep trying, Pepsi. And as for me, I'm off to kick back, relax, and enjoy a refreshing Coca-Cola before I go out to spread peace, joy, and love this holiday season.

Bunny Suicides, Creme Egg Suicides, if anything this suggests originality suicide.

I can imagine the brainstorm now, there's less calories, calories will hate it, kill themselves...I know, let's do a worse version of what Creme Egg did.

What next? Ads for hybrid engines with petrol pumps wrapping the hose around their own necks?

This is very strange. I think Pepsi's attempt to veer from the norm here does not work. Being such a well-known, respected brand, I wouldn't think that Pepsi would allow for something like this. Additionally, whether they say this ad is geared towards adults or not, we can't help but acknowledge that this is a cartoon, and cartoons innately attract young audience members. While I do understand the dark humor within this ad and applaud Pepsi's efforts for taking such a risk, I just don't think this was the right road for Pepsi to travel down.

Inappropriate. If this is targeted to kids, it's down right disgraceful.

it doesn't sell.
it doesn't build their image.
it doesn't engage people.

What the Pepsi were they thinking?

Absolutely inappropriate! Pepsi's suicide !
N.L.Isnenghi- SP -Brazil

Inappropriate and not quite right.

To say this is targeted to children because it is a cartoon just false. That is like saying Haruki Murakami is for children. These people must feel comedy central has been corrupting our precious children for over a decade. Itchy and Scratchy make these ads look tame. "ut these are TV shows and are not held to the same standard" you say. Why is it that Viacom and Fox News Corp get a pass and Pepsi doesn't? Lighten up people and get off you high horses. The ads themselves are not world shaking or gold lion worthy but they do get my attention and tell me that Pepsi max has just one calorie in a cool and interesting way.

There are far better ways to get the "One Lonely Calorie" idea cross. This is shock for schlock's sake.

No doubt this is an attempt by BBDO Dusseldorf to use the German idea of "Schadenfreude" to make a play at dark, deeply sarcastic humor. I feel like I know what they were trying to do, but I don't think it comes off quite as they had hoped. This will do greater harm to Pepsi's core brand image than it does in elevating its appeal among a targeted segment. Too much potential for misunderstanding and backlash.

I've noticed you all talking a lot about their Target Audience. Comign from someone WITHIN said TA, I find this totally wrong. It's a well-known fact that a majority of teenagers and young adults go through depression periods, it's part of the hormones, or part of your genetic makeup, if you're unlucky like me. I think it's completely inappropriate to convey the ad this way. As someone else said, there are many other creative ways the "Lonely Calorie" idea could have been conveyed. To poke fun at something as wide spread and serious as cutting (in the ad with the razor) is just down right wrong.

While I see the point some of you make, that cartoons have been doing this for years (Wile E. Cyote, Tom and Jerry, Rin and Stimpy, The Simpsons, etc.) I must say that 1) Wile E. and Tom and Jerry were nowhere near as graphically violent, even when they got close to realism, and 2) I would never allow my children to watch shows such as Rin and Stimpy and The Simpsons, simply BECAUSE they are so sick and violent. I didn't even want to watch them when I was a kid because of how bad I thought they were.

If it were simply the acid or the rocket, I'd think it might be funny, maybe. But the all too realistic representations of pills, slitting wrists and guns hit too close to home for me and, I know, for many other people. It's just bad taste.

Amanda Muir, Recent Marketing Graduate.

Suicide is about as funny as the Holocaust. Or kids with cancer.
Yet, nobody would ever say "lighten up" if an agency mocked the Holocaust to sell soda.
So why is mental illness and suicide okay?
The answer: it's not.
That's why the VW suicide spot was yanked last year.
There's a difference between pushing creative boundaries and just pushing buttons.
Those who lack authentic creativity and/or class will never understand this.
Cool illustration style, though.

There seems to be a lot of negative comments around the concept, I think it's a interesting idea, and executed well.

If it were being run in Rolling Stone, or Wired I think the audience would find the creativity and humor. On the other hand Oprah or Better Homes and Gardens would most likely not respond well. I enjoy political humor, and feel if we can't laugh at ourselves as humans, then we're doing it wrong. Pushing the envelope? Too edgy? just depends on the environment in which it's viewed. I think it would fit in with some of these:

http://www.jointhemediacircus.co.uk/SexistAds/diesel.jpg

http://www.adsneeze.com/media/2008/02/levis-copper-jeans-ads2.jpg

http://senseslost.com/wp-content/uploads/2008/08/tyrant-boot-poster.jpg

http://img210.imageshack.us/img210/6010/adidas9de.jpg

http://www.cherryflava.com/photos/uncategorized/2007/05/16/britsmoking.jpg


Are we to avoid our humanity, sexuality, politics, race, etc or do we embrace it?

I am not employed in the advertising world, and I have not been educated in advertising per se, but I have been subjected to it all my life. These reactions that people are having to this set of ads is exactly what advertising is supposed to do, right? Evoke strong emotions (good or bad) in people to tie the product into their memory. Because they make you FEEL, and not just think is exactly the point. I have seen things in my life that disturbed me to the point that some even made me physically ill, but because of euphoric recall, I don't still get ill, I just remember the subject. Seems like BBDO was earning their money.

I'm stunned. Not funny. Not even gallows humor funny.

I never liked Pepsi anyway. :p

this WAS not funny by any definition of the word!!!!! This is a VERY serious epidemic with devastating outcomes that scar families for generations and MUST never be taken as humor. I am appalled

Hi all. That was not the Fully Flared director Ty Evans responding to this. I just wanted to say that I thought the Chevy ad was flattering and funny. Looks like everyone is taking this too serious! Can Lakai get some Chevy's for the team out of the deal?!
-Ty

I feel like I should be high on LSD to understand or appreciate this ad. But since I'm sober I feel like I'm missing out on the joke. I suppose if I were Gen Y I'd get it but I'm not and I don't, therefore I'm not worthy to drink Pepsi because I'm just, so, like, not with it...I think I'll kill myself...move over little calorie...

My father committed suicide. Now, explain to me why I should lighten up and why I should drink a Pepsi.