First, let’s listen to the radio commercial.
That’s a typical example of an agency that is intent on “branding” (which, for Pepsi, makes sense) but doesn’t understand how radio advertising works.
The Rationale: Pepsi’s Slogan of the Moment is “Live For Now.” So let’s give a bunch of amusing, quirky examples of how listeners could be “living for now.”
The Reality: The amusing, quirky examples were communicated only with words, not with word pictures. As a result, even now you’re having a hard time remembering more than one of them.
(The one you might be remembering is “China,” because possibly you envisioned a little village when you heard “tiny province in China you can’t even pronounce.”)
They wasted 30 seconds trying to prove how clever they are, while the audience is left with nothing.
And the Guitar Center tag? Well, I’m guessing it’s part of the spot because in the U.S. you don’t hear many 45-second commercials.
If indeed it’s part of the Pepsi commercial, the 15-second plug for the music contest wipes away any hope of anyone remembering the point of the 45 seconds that preceded it.