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December 3, 2008 11:59 AM   Subscribe

Have you seen the new ads for Diet Pepsi Max? Reactions have not been kind. Some are comparing it to The Book of Bunny Suicides. The images in the Pepsi links are the same, the comments are not.

And I am aware of the irony of posting about Pepsi.
posted by cjorgensen (59 comments total) 1 user marked this as a favorite

 
Hey! I wonder if they chose this theme so as to stir up controversy and get more attention through said controversy?

Oh wait. Pepsi wouldn't do that.
posted by dunkadunc at 12:05 PM on December 3, 2008


Wait. I thought Pepsi Max contained no calories, so what the hell is Diet Pepsi Max?
posted by HaloMan at 12:06 PM on December 3, 2008


Client disavowal of ever approving them in 5, 4,3,2,1...
posted by Artw at 12:06 PM on December 3, 2008 [2 favorites]


I think Pepsi Max was Pepsi with a buttload of caffeine.
posted by fusinski at 12:07 PM on December 3, 2008


When you think of suicide, think of Died Pepsi Max!
posted by boo_radley at 12:08 PM on December 3, 2008 [10 favorites]


I thought Pepsi Max contained no calories, so what the hell is Diet Pepsi Max?

It's so diet that it has -1 calories. That's why the calorie is so suicidal.
posted by rand at 12:10 PM on December 3, 2008


Since these print ads were created by BBDO's Düsseldorf team, where are they appearing. Only Germany? Europe? Elsewhere?
posted by ericb at 12:12 PM on December 3, 2008


! This article contains weasel words:

Some[who?] are comparing it to The Book of Bunny Suicides
posted by christonabike at 12:13 PM on December 3, 2008 [1 favorite]


Wait. I thought Pepsi Max contained no calories, so what the hell is Diet Pepsi Max?

No, you're thinking of Diet Cherry Vanilla Pepsi Max Twist With Lime Holiday Spice.
posted by ALongDecember at 12:14 PM on December 3, 2008


christonabike, in the comments on almost every link at least one person references that book.
posted by cjorgensen at 12:15 PM on December 3, 2008


where are they appearing. Only Germany? Europe? Elsewhere?

I'm guessing "the internet, right now".
posted by Artw at 12:16 PM on December 3, 2008


According to comments in some of the FPP's links, Johan Potma was the illustrator hired by BBDO to create the images.
posted by ericb at 12:18 PM on December 3, 2008 [1 favorite]


This is completely outrageous! I mean, a professional graphic designer working on a million dollar account can't get the perspective right on a straight-line bullet trajectory??
posted by DU at 12:19 PM on December 3, 2008 [6 favorites]


I'm guessing "the internet, right now".

I get it, but I assume this is a "print" campaign in magazines. If so, where was/is the media buy?
posted by ericb at 12:19 PM on December 3, 2008


I would assume "entirely fictional media buy".
posted by Artw at 12:20 PM on December 3, 2008


I will respect the first soda company to come out with an ad campaign built around the concept "Soda: drink of suckers".
posted by gurple at 12:25 PM on December 3, 2008


According to this comment: "They're acrylics on old wood panels, no Photoshop filters."

Other works of his are at: Zozoville Gallery (Berlin). More images at Flickr.
posted by ericb at 12:27 PM on December 3, 2008 [1 favorite]


Some[who?] are comparing it to The Book of Bunny Suicides
posted by christonabike at 9:13 PM on December 3 [+] [!]



christonabike, in the comments on almost every link at least one person references that book.

One link mentions it and the UK blogs are praising the ads.

You have a bright future in TV news writing.
posted by Zambrano at 12:29 PM on December 3, 2008



Metafilter: If we can't find thinks that offend us, we'll make shit up.
posted by Zambrano at 12:32 PM on December 3, 2008 [1 favorite]


Hey, this is the most I've talked about Pepsi Max in ag....what is Pepsi Max again? Is available where I ever I purchase my sweet, caffeine loaded carbonated drinks?
posted by Slack-a-gogo at 12:34 PM on December 3, 2008


Blue!
posted by pyrex at 12:40 PM on December 3, 2008 [2 favorites]


I think they're cute but they don't make me want to drink Pepsi Max nor do they make me want to commit suicide. So, I guess they fail. Still cute though.
posted by LunaticFringe at 12:40 PM on December 3, 2008


Zambrano, and your future is obviously not in web searches.

And I never mentioned being offended. At least I don't thinks I did.
posted by cjorgensen at 12:42 PM on December 3, 2008


Is there anyway Alan Vega and Martin Rev can get a piece of this action?
posted by Slack-a-gogo at 12:43 PM on December 3, 2008 [1 favorite]


The first image that resolves on my retinas when I open them at dawn, is advertising.

And the last work of our culture to dissolve into dust after billions of years of decay will be advertising.
posted by JHarris at 12:51 PM on December 3, 2008 [1 favorite]


Have you seen the new ads for Diet Pepsi Max?

No, and I like to keep it that way. Actually:

Have you seen the new ads for <fill in the blank>?

is another question I prefer to answer with "No, and I like to keep it that way".

It's called AdBlock, and I'd love one that works on more than just my browser.
posted by DreamerFi at 12:51 PM on December 3, 2008 [2 favorites]


You should tell people that all the time, it could be the new asshole-ish declaration of not having a television.
posted by Artw at 12:54 PM on December 3, 2008 [2 favorites]


It's called AdBlock, and I'd love one that works on more than just my browser.

Hey! The economy just ground to a halt, and they're asking for you! ZING!
posted by cavalier at 12:56 PM on December 3, 2008


I find them simultaneously endearing and tasteless.

But I'd really rather open a can of soda without the fear of finding a beady-eyed blue corpse floating around inside.
posted by Metroid Baby at 12:57 PM on December 3, 2008


You should tell people that all the time, it could be the new asshole-ish declaration of not having a television.

Look at me going for the asshole-dollar. Big market, very smart!
posted by DreamerFi at 12:57 PM on December 3, 2008


Pepsi Blue
posted by null terminated at 1:03 PM on December 3, 2008


Maybe the asshole-dollar will be worth more than the regular-dollar in the near future?
posted by rand at 1:03 PM on December 3, 2008 [1 favorite]


Hey! The economy just ground to a halt, and they're asking for you! ZING!

Wait, you really think the economy is going down the crapper because I refuse to watch advertising?

Wow.
posted by DreamerFi at 1:04 PM on December 3, 2008


This is completely outrageous! I mean, a professional graphic designer working on a million dollar account can't get the perspective right on a straight-line bullet trajectory??

There was clearly a second shooter on the grassy knoll.
posted by Saxon Kane at 1:06 PM on December 3, 2008 [1 favorite]


Oh no, DreamerFi's caught in a run-time smug-overload.
posted by boo_radley at 1:14 PM on December 3, 2008 [2 favorites]


Yeah, boo - noted. I'm out of this thread. Apologies to all.
posted by DreamerFi at 1:20 PM on December 3, 2008


I liked The Bunny Suicides, I'm into edgy and non-mainstream stuff, I like offbeat humor. I'm pretty sure I'm in the age bracket that this ad is aimed at, too. So, this ad should really appeal to me.

Somehow it doesn't, somehow, by simpling being an advertisement and being connected to Pepsi's never ending quest for money it betrays the whole "edgy" vibe. Also, The Bunny Suicides' humor derived from the creativity of the methods, not the act itself. Slapping a bunch of death methods on the same critter doesn't make humor, or edgy, it's just kind of shocking.

One thing's for sure, it dosen't make me want to buy a fucking soda.

PS: There are better ways to illustrate that there is, in fact, one "lonely" calorie in Diet Pepsi Max. You could have a visual juxtaposition of one unit versus a thousands (or how many are in a typical non-diet product. But at this point I'm essentially doing the ad-men's work for them. If you're reading this ad-men or ad-men interns, I will crawl through the cat-5 cables and routers, personally, to physically punch you in the dick)
posted by hellojed at 1:26 PM on December 3, 2008 [3 favorites]


So, it's similar to somethign else, but not exactly. It's also advertising.

What's the controversy again?
posted by SansPoint at 1:35 PM on December 3, 2008


JHarris: You should stop sleeping facedown in a pile of Vogue. I know, I know, they smell like Mommy, but it can't be good for you.
posted by Potomac Avenue at 1:41 PM on December 3, 2008 [3 favorites]


What's the controversy again?

I don't know. I don't think juxtaposing a product with images of death is going to do wonders for.
It's not very subtle, either. I think if you're going to tackle a risky subject, such as sex or suicide, one would want to do so with an air of subtly.

But to answer your question, I think it's the use of violence to sell a product and the association it makes with loneliness and suicide. It's not so much a Think of the Children controversy, more a What were They Smoking controversy.
posted by hellojed at 1:46 PM on December 3, 2008


Awww, poor little Blue Max. Someone ought to tell him that things go better with Coke. Might cheer him up a bit.
posted by Guy_Inamonkeysuit at 1:48 PM on December 3, 2008


I suspect the actual product here is BBDO Düsseldorf.
posted by Artw at 1:53 PM on December 3, 2008


Wow. This thread has the highest concentration of pure snark I've seen on MetaFilter in ages. What's wrong, guys? Holiday stress? Economy?
posted by mr_roboto at 1:58 PM on December 3, 2008 [1 favorite]


Have you seen the motel or bartending threads?
posted by Artw at 2:23 PM on December 3, 2008 [1 favorite]


Their spoons are too big.
posted by Durn Bronzefist at 2:23 PM on December 3, 2008


I think if you're going to tackle a risky subject, such as sex or suicide...

Ah, memories of the Suicide Girls ads on MetaFilter brouhaha.
posted by ericb at 2:29 PM on December 3, 2008


Diet Pepsi Max: When Life Is Just No Longer Worth Living
posted by mazola at 2:54 PM on December 3, 2008


Pepsi's blue.
posted by ericbop at 3:06 PM on December 3, 2008


DU : This is completely outrageous! I mean, a professional graphic designer working on a million dollar account can't get the perspective right on a straight-line bullet trajectory??

More importantly, look at the size of that bullet! There is simply no way that that gun could have fired it, it's bigger than that barrel! And isn't cutting across the wrist a sign of attention getting? I thought that people who were really committed went the long way as it maximized the bleed-out. Also, that bird is totally going to be killed by that bomb blast.

What kind of message are they trying to send here?

It's irresponsible is what it is.

You shouldn't cover yourself in acid after killing yourself, it's going to make identifying your body that much harder. Is that what you really want? To make the lives of the people who have to deal with your corpse that much more difficult?

Selfish bastards.
posted by quin at 3:07 PM on December 3, 2008


Ah, memories of the Suicide Girls ads on MetaFilter brouhaha.

But with less breasts, sadly.
posted by Civil_Disobedient at 4:07 PM on December 3, 2008


Good thing the lone calorie is a single entity. It means if I drink half a can of Diet Pepsi Blue Max, there's only a 50/50 chance that I have consumed a calorie! huzzah!
posted by kaibutsu at 4:42 PM on December 3, 2008


Awww, poor little Blue Max. Someone ought to tell him that things go better with Coke. Might cheer him up a bit.


There is likely an agency or designer out there making up spec ads around this idea. Or there should be.
posted by Kraftmatic Adjustable Cheese at 4:47 PM on December 3, 2008


And to think it was only three years ago.
posted by gwint at 5:41 PM on December 3, 2008


Wow. This thread has the highest concentration of pure snark I've seen on MetaFilter in ages. What's wrong, guys? Holiday stress? Economy?
posted by mr_roboto at 1:58 PM on December 3 [+] [!]


Metafilter and Pepsi and viral advertising DO NOT MIX!
posted by mek at 5:43 PM on December 3, 2008


ericb, those links rock, thanks! Makes this a much stronger thread.

I honestly know very little about advertising, so just figured some in house guy at the ad agency made the images. I didn't expect him to have a bunch of other work out there.

The myspace images are cool as hell.

I love this hind of artwork, but know I'd have had to have made better decisions in life to have the kind of money needed to afford it.

And I am amazed a Pepsi post survived. I just figured I'd check here in 5 or 10 minutes and find out what cortex listed as his reason for deletion.

I doubt I'm in the running for best December post with this one, but I liked it.
posted by cjorgensen at 7:46 PM on December 3, 2008


Metafilter threads about advertising are always deeply stupid.
All you people saying that people seeing this won't be immediately buying a crate of Pepsi Max are missing the point. Advertising does not seek to convince your conscious mind.
They're trying to get as many 'touches' on as many minds as possible. They're also trying to create the association between edginess and their brand, which is not a bad idea for a product which is basically a diet drink and thus suffers from a cultural perception as a women's product. These associations are intended to long outlive the advertising.

from wikipedia (so take with necessary grains of salt):
Recent UK/Australia Pepsi Max television advertisements have featured the taglines "Maximum taste, no sugar" and "Don't worry, there's no sugar." Some have incorporated extreme sports and video games such as Motocross Mania in an attempt to appeal to young men (in contrast to other diet cola drinks, which tend to target young women)
(emph mine)
posted by atrazine at 12:13 AM on December 4, 2008


Makes me wanna kill myself right now!!!! But really, I need a pepsi max thingy or I'll do it.......
posted by jimahon at 12:40 AM on December 4, 2008


I don't know about wanting PepsiMax, but I do want the artwork.

Looks like they pulled the ads.

And as far as talking about ads, seems as valid as any other topic, as long as it's interesting. But I promise no more ad posts for at least 13 more posts.
posted by cjorgensen at 4:48 AM on December 4, 2008


I tried a Diet Pepsi Max once.

Based on that tasting, 'd say the ad campaign is spot on as it reflected my feelings while that swill was in my mouth.
posted by Pollomacho at 5:12 AM on December 4, 2008


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