A new branded content web viral for Pepsi Max called “Daytona Roadtrip,” edited by Anthony Marinelli of the multi-dimensional creative production/post house ShootersNYC -- currently seen on the Pepsi Max website and its Facebook and YouTube pages -- teams NASCAR great Jeff Gordon with “Max,” the Pepsi Max truck driver on a series of hilarious vignettes as they drive the Pepsi Max truck to Daytona Beach, Florida, site of the Daytona 500. The nearly 3 minute long piece was created by agency TracyLocke, Wilton, CT, and directed by Matt Pittroff of New York-based production company Twist. ''The chemistry between Jeff and 'Max' was very natural,'' Marinelli says. ''Editorially this is no different than a traditional ad -- my focus was on making it as funny as I could and telling a great story. It was nice to have more than 30 seconds to work with, but the challenge, as with any ad, was finding the best bits, and the perfect timing and pace to make those bits work.'' In the short, which has been seen by nearly 150,000 YouTube visitors so far, begins with mock-spaghetti western-style confrontation between Max and Gordon over who is going to drive the Pepsi Max truck. They compromise with both in the drivers’ seat each with one hand on the wheel. From there we see a series of set-ups each representing another day on the road to Daytona. Some of the scenes include Gordon, in hilarious fashion, revealing he can’t change a tire; a debate over what to name the toy hula-girl on the dashboard; and Gordon doing donuts in the parking lot resulting in a clearly shaken Max hyperventilating into a paper bag. Marinelli noted there were a lot of funny bits that unfortunately didn’t make it into the final piece. ''There was a lot of great stuff that we had to leave out because the piece needed to be under 3 minutes long,'' Marinelli adds. ''But I think the best stuff made it in.''
Advertising Agency: TracyLocke, Wilton, USA Production Company: Twist Director: Matt Pittroff Editorial / Post: ShootersNYC Editor: Anthony Marinelli Executive Producer: Jeff Beckerman