The video includes plenty of Pepsi branding. It was directed by F. Gary Gray, whose credits include the 2015 film “Straight Outta Compton.” The production company is Radical Media with Barking Owl handling sound and The Mill on visual effects.
“We wanted to make sure it was cinematic in terms of the epicness and scale that only this kind of show deserves,” Pepsi Marketing VP Todd Kaplan said. As for the decision to forego a traditional in-game ad, he said: “This is our biggest brand asset in the game—the 12 minutes of the show itself—and we think we can create engaging and entertaining content for our fans for weeks, bring them closer to the experience, and still deliver our objective on game day of winning share of voice as the most talked about brand.”
Discover the full story via AdAge. Stay tuned for more features by The Mill at Super Bowl 56.