When TBWA\Chiat\Day wanted to push the envelope for the new Pepsi MAX campaign, they turned to QuietMan and CD/Lead Flame Artist Johnnie Semerad to help make the ambitious concept a reality. "The Pepsi Max campaign is basically a riff on 'Field of Dreams,'" notes Johnnie. "Instead of having a baseball field in the middle of a cornfield, they have a clubhouse, and it features many major league baseball players past and present - both legends and current stars." The big twist on this slice of old-fashioned Americana is that the campaign features a notable first for the advertising world; consumers can download the iPhone check-in app IntoNow and hit it while the commercial plays on TV. Audio-fingerprinting technology then recognizes the ad and a coupon gets downloaded to the consumer's phone for a free 20-ounce bottle of Pepsi Max. The spots, titled Clubhouse In The Corn and Rally, are already on YouTube, and will air during Major League Baseball games and through the end of the year.
Client: Pepsi MAX - MLB Agency: TBWA\Chiat\Day Production: Pytka Country: United States of America Credits: Client: Pepsi MAX Spot Title: Clubhouse In The Corn (feature), Rally Air Date: April 2011 Agency: TBWA\Chiat\Day Chief Creative Officer: Rob Schwartz Group Creative Director: Brett Craig Creative Director: Marlon Hernandez Associate Creative Director / Copywriter: Gregg Clampffer Art Director: John Baker Copywriter: Chris Jones Executive Producer: Anh-Thu Le Senior Producer: Mila Davis Assistant Producer: Stephanie Dziczek Production Company: Pytka Director: Joe Pytka Executive Producer: Tara Fitzpatrick Producer: Vincent Joliet DP: Joe Pytka Editorial Company: Nomad Editorial Executive Producer: Susye Melega Producers: Nicole Steele Editors: Tom Muldoon, John Murray Sound Designer: Tom Stamatio Post/Effects Co: QuietMan CD/Lead Flame Artist: Johnnie Johnnie Executive Producers: Carey Gattyan, Bob Nelson Flame Artist(s): Ricky Weissman, Matt Stroub Post Producer: Jessica Pierik Designer: Marsha Movshovich Sound Design Co: Play Mixer: John Bolen EP: Sara Hartman Music Company: Elias Arts Creative Director: David Gold Composer: Christopher Kemp Exec Producer: Ann Haugen Production Coordinator: Valeria Scintovia www.coloribus.com