Brenda Khan
Pepsi has produced several memorable commercials over the years, with the brand investing record-breaking sums in campaigns that delight well beyond their expiration dates. One such commercial is the Diet Pepsi Max Super Bowl ad from 2008, which featured a remix of the song What Is Love by Haddaway. The ad included a female vocalist singing whoa-oah-oah-oah and was mixed exclusively for the commercial. Another memorable Diet Pepsi ad is the 'L.O.V.E.' commercial featuring Sofia Vergara, which also aired during the Super Bowl.
| Characteristics | Values |
|---|---|
| Year | 2008 |
| Product | Diet Pepsi Max |
| Event | Super Bowl |
| Song | "What Is Love" |
| Artist | Haddaway |
| Notable Remixes | Female vocalist with "whoa-oah-oah-oah" vocals |
| Celebrity Endorsements | N/A |
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What You'll Learn
The 2008 Super Bowl commercial used a Haddaway song remix
The 2008 Super Bowl commercial for Diet Pepsi used a remix of the 1993 hit song "What is Love" by Haddaway. The ad, created by the agency TBWA\Chiat\Day, featured a young man and his friends enjoying a night out on the town. The group is seen dancing and having fun, with the man holding a can of Diet Pepsi, which is presented as the key to his confidence and charm. The choice of the song "What is Love" with its catchy and memorable tune, adds to the lighthearted and playful tone of the commercial. The remix used in the ad is an upbeat and modern version of the original, with a faster tempo and additional electronic elements, creating a more energetic and vibrant atmosphere.
The commercial's narrative centers around the idea of love and attraction, playing on the theme of the song. However, instead of a romantic love story, the ad takes a humorous twist by focusing on the man's love for Diet Pepsi. The remix of "What is Love" complements this narrative by providing a familiar yet refreshed sound, reflecting the modern and playful take on the classic soft drink. The fast-paced and energetic nature of the remix also aligns with the quick cuts and dynamic visuals of the commercial, creating a cohesive and engaging viewing experience.
The use of the Haddaway song in the Diet Pepsi commercial taps into the nostalgia of the 1990s, evoking memories and a sense of familiarity for viewers who grew up during that era. At the same time, the remix gives it a contemporary edge, appealing to a younger audience as well. By featuring a well-known song with a new twist, the commercial effectively captures the attention of a diverse audience, creating a memorable and entertaining moment during the Super Bowl, one of the most-watched television events of the year.
The success of this commercial lies in its ability to strike a balance between nostalgia and modernity, leveraging the familiarity of the song while presenting it in a fresh and unexpected way. The remix of "What is Love" not only adds a layer of energy and excitement to the ad but also contributes to the overall strategy of appealing to a broad audience. This approach has been a successful tactic for advertisers, as it allows them to connect with consumers on an emotional level, evoking positive memories and creating a sense of familiarity and comfort while also presenting the product in a contemporary and appealing light.
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The commercial features actress Sofia Vergara
The Diet Pepsi TV commercial features actress Sofia Vergara, who is seen smiling at a man from her table. The man, played by Peter Porte, mistakes her look, assuming the Colombian beauty in a blue dress is checking him out. However, the smile and look are reserved for the Diet Pepsi in her hand. This is not the first time Vergara has appeared in a Pepsi ad; a previous commercial from when she was just 17 years old showcases her early charm and talent. In another Diet Pepsi ad, Vergara is seen at a party, following a man carrying a tray of Diet Pepsi.
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The ad was for Diet Pepsi Max
Pepsi has a history of investing in splashy campaigns and partnering with musical megastars, such as Bad Bunny, Charles, Duke Ellington, Raylettes, Tina Turner, and Bowie. Their ads have won awards and gained popularity, with some featuring special effects, dialogue, edits, and stars, while others take a simpler approach with no frills and a focus on comedy or music.
One notable Diet Pepsi ad features Sofia Vergara, a Colombian beauty wearing a blue dress, who catches the eye of a man. However, her attention is reserved for the Diet Pepsi on her table, showcasing the product as the true object of desire. This ad, titled 'L.O.V.E.,' has also aired during the Super Bowl, showcasing the brand's consistent presence at this highly-viewed event.
Another memorable Diet Pepsi Max ad from the 2011 Super Bowl, titled 'Love Hurts,' tells a story of a man whose girlfriend keeps his diet in check. The ad creatively showcases the product's zero-calorie, maximum taste proposition, with a humorous twist ending. These Diet Pepsi Max ads have contributed to the brand's reputation for creating memorable and award-winning commercials.
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It aired during the Super Bowl, a prime advertising spot
The Super Bowl is one of the most-watched sporting events in the world, with over 100 million viewers tuning in each year. It is also one of the most expensive platforms for advertising, with 30-second spots costing up to $7 million in 2023. As a result, it is a prime advertising spot, with companies investing heavily in creative and memorable commercials to promote their brands and products to a massive audience.
The Diet Pepsi commercial in question, titled "Love Hurts," aired during Super Bowl XLV in 2011. It featured a humorous take on a man's struggle to stick to a diet, with his girlfriend keeping a strict check on his eating habits. The ad played on the idea of the "stereotypical controlling girlfriend," using comedic violence and a lighthearted tone to showcase the man's attempts to sneakily indulge in unhealthy food.
The decision to air this commercial during the Super Bowl was a strategic one, aiming to leverage the event's massive viewership and cultural significance. By choosing a prime advertising spot, Pepsi aimed to create a lasting impression on viewers and generate buzz around their product. This particular ad stood out for its controversial portrayal of gender and racial stereotypes, sparking discussions about the sensitivity and diversity of media representations.
Pepsi has a long history of utilising the Super Bowl as a platform for creative and star-studded commercials. From iconic figures like Michael J. Fox in 1987 to supermodels and pop stars like Cindy Crawford and Britney Spears, Pepsi has consistently aimed for comedy, star power, and cultural relevance in their Super Bowl ad campaigns. The "Love Hurts" commercial is a notable example of how Pepsi leverages the Super Bowl's reach to showcase its products to a wide and diverse audience, leaving a lasting impression that contributes to the cultural conversation.
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The commercial has a humorous narrative
The Diet Pepsi Max Super Bowl commercial in 2008 is a humorous take on the complexities of modern romance. The ad features a well-known song, "What is Love" by Haddaway, with a female vocalist adding a playful twist to the original mix. The narrative centres around a man who believes that a beautiful woman, played by Colombian actress Sofia Vergara, is interested in him. However, it is revealed that her attention is not for him but for the refreshing Diet Pepsi by his side. This playful narrative showcases the drink's ability to captivate and allure, almost like a love interest.
The commercial's light-hearted approach to romance is further emphasised by the song's lyrics, which ask "What is love?" in a repeating chorus. This question, combined with the playful scenario, creates a humorous exploration of the idea that love can be found in unexpected places, even in a can of Diet Pepsi. The use of a popular song adds to the fun and helps to create a memorable and catchy commercial.
The ad's narrative is also strengthened by the talented cast. Sofia Vergara, known for her beauty and charm, brings a level of sophistication and humour to the role. Her presence adds a layer of depth to the commercial, making it more than just a typical drink advertisement. By including a well-known actress, the commercial elevates its storytelling and creates a more engaging and entertaining experience for viewers.
The commercial's ability to incorporate humour, music, and a talented cast showcases the creativity and effectiveness of Diet Pepsi's advertising campaigns. By adding a playful twist to the concept of love, the commercial leaves a lasting impression, ensuring that viewers remember the drink as a fun and captivating choice. This type of creative approach is a key strategy for beverage companies like Diet Pepsi to stand out in a competitive market.
Overall, the Diet Pepsi commercial successfully uses humour and narrative to create a memorable and engaging advertisement. By playing with the idea of love and romance, the commercial adds a layer of depth and entertainment to the promotion of their product. This approach not only captures the attention of viewers but also leaves a lasting impression, ensuring that Diet Pepsi stays top of mind in a crowded marketplace.
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Frequently asked questions
The song used in the Diet Pepsi commercial is a remix of "What Is Love" by Haddaway.
The Diet Pepsi commercial features actress and model Sofia Vergara.
In the commercial, a man mistakes Sofia Vergara's gaze for romantic interest, but it turns out she is eyeing a can of Diet Pepsi.
The Diet Pepsi commercial featuring Sofia Vergara aired in 2008 during the Super Bowl.
Some other memorable Diet Pepsi commercials include "Modern Love" with Tina Turner, a black-and-white security camera ad, and a "Mean" Joe Greene homage featuring Shakira.
