Pepsi is one of the most competitive carbonated beverage makers. Then where do their thinking hats go when its time for daring, creative concepts?

The campaign started with a teaser called ‘Ye Pepsi Kis Ki Hogi?’ which shows a quarrel between two stalwarts of Pakistan - Shahid Afridi and Misbah-ul-Haq over a bottle of Pepsi. Cricket fans fanatically voted over this on various online forums. Apparently, a number of fans believed that it was actually a fight over captaincy, which is projected as a Pepsi bottle in the commercial.

Apart from the fact that the commercial was a shoddy remake of a rather intelligently-shot film, its communication was also meaningless.

Soft drinks are not exactly referred to as items of necessity. People can live without them. But strangely, while being stranded on an island, hunting for food and trying to make it through each day, the most important thing for Misbah and Afridi was the lone bottle of Pepsi. How has that bottle even survived through the years is beyond my imagination.

And just when we thought we’d finally find out who the champ out of the two is, quite surprisingly the result disappointed most of us. The question that Afridi asks in the end, ‘Yeh kahan se aagai?’ is exactly what we’re all also wondering. On an isolated island in the middle of nowhere, how did a woman show up all decked up? Not that futile communication where woman are used as product of sale should be of any surprise to Pakistani viewers but this time around we’ve actually all failed to answer the question. Yeh waqai kahan se aagai? And what is more surprising is how her appearance left the two men helpless.

And if a woman could so conveniently show up on the island, how could the two men not find their way out of the trap? Are they really this incompetent?

Unfortunately, the ambiguity doesn’t end here. As far as communication is concerned the entire concept shatters on one major point. At the end of the commercial, the message Pepsi put across is that "Duniya hai dil walon ki" and as far as we understand in our language, "dil wale" means those who are respectable and generous with a kind heart. And If these are indeed the traits of the Pepsi consumers, then why didn’t they just share the bottle?


The writer is a New Media Design Manager at Dawn.com

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Comments are closed.

Comments (70)

Hamid
July 30, 2012 1:05 am
Lovely analysis..I couldn't have put it better..one more thing though, while she is gulping on the bottle, it is clearly about to finish. however when the 2 bearded men approach her, all of a sudden the bottle is back to its fullest..weird, pathetic and an advertisement that got me away from Pepsi..not to mention their pathetic Sting ads too..
Momo
July 29, 2012 1:13 am
They did not share the bottle but it seems they will share 'ye kahan se aa gai' lol
Sohaib
July 29, 2012 7:38 am
This is posted on dawn ? seriously?
Ali Vaqar Awan
July 28, 2012 9:43 am
Nice way to make fun of Misbah and Affridi especially in scene where these two fight over pepsi and in the end it is taken by a girl. :P lol such a hilarious and funny add it was. :D
Osama
July 28, 2012 9:46 am
did anyone else notice: the chick almost finishes the pepsi bottle, but when she takes it out of her mouth, the bottle is magically full again!? anyhow, nice chill ad
sana
July 28, 2012 9:49 am
there were far worse ads coming out from either pepsi or any other brand...this seemed at least a little interesting as afridi and misbah looked ridiculously mad and funny at the same time
DevilHunterX
July 28, 2012 8:55 am
2 things to consider: Pepsi bottle is purposely shaped like a female. Two lonely male on a deserted island.
Jafri676
July 28, 2012 9:11 am
Next time "Dawn" will not get ads from Pepsi.. lol
Khurram
July 29, 2012 9:11 am
writer needs help. I don think if Dawn popularity is so drowned that they now need to publishing brainless ADs analysis, even if this would be the case there are plenty of looser ADs out there in comparison with this Pepsi AD. didn't make any sense, may GOD help Dawn Media design section as well..
Ali
July 30, 2012 8:47 am
First time I watched this ad, I thought of this girl representing a character of Angelina Jolie in Beowulf
Kader Khan
July 28, 2012 11:48 am
TV commecials are very expensive. Advertisers spent thousands of money making short ads not realizing that there are millions of people in this world are starving for food and water.
raheel
July 29, 2012 9:36 am
yeah...and we should soon expect TOM & Jerry Vs. The Laws of Physics from the writer soon :P
Haroon
July 28, 2012 8:50 am
Yeh waqai kahan say aagai? Great piece! :)
Fahad
July 28, 2012 8:56 am
brilliant analysis. The ad actually left me wondering 'ye kahan se aa gai?'
shah
July 28, 2012 9:58 am
Here is nothing to worrry about,i have seen worst than that ad.The purpose of any ad is to make introduce or upgrate the item that anyone produce.It does"nt make any sense to figt wether thais or that ad is good or bad.
PARVEEZ
July 28, 2012 2:25 pm
NOTHING BETTER TO WRITE ABOUT.IT IS ONLY AN AD
Priti
July 28, 2012 1:29 pm
Maybe they were hallucinating about the woman. A lack of Pepsi can have that effect.
Faraz
July 28, 2012 2:09 pm
it's an ad.. not a real life documentary... ever heard of creative liberty?... i mean, c'mon... is the writer really upset that a pepsi bottle survived on a island for days......... maybe the writer hasn't seen too many ads...
Jibran
July 29, 2012 9:00 am
Pepsi is so tempting that even the people with generous and kind heart starts to fight over it, and women can win over easily. :p This is the actual msg.
raheel
July 29, 2012 9:35 am
it's just a commercial not a debate between political and moderate Islam.... not every occasion presents the opportunity ......to bash the masses lolllllllll...
Sana01
July 28, 2012 9:27 am
you dont have heroes in Pakistan, and few among the blinds which ahave somthing are fighting for their drinks. roti kapra and makan huh..
pakinema
July 30, 2012 7:55 am
Meestah Shah, Mostly the creative types use the willing suspension of disbelief to justify lapses in fiction. But even that has its limits. The point is anything can just not happen in a piece of fiction. A tiger cant have a heart attack mid air while leaping at a hapless anyone. Mindless, brain dead entertainment, commercials taking the cake, do make a lot of us upset. Aap jaisay dil walay brain dead kay saath khush raho
Zain
July 28, 2012 11:28 am
yes, extremely entertaining for our brainless masses.
Zain
July 28, 2012 11:26 am
Even if it makes the advertiser and the agency look like a bunch of nitwits?
azhar
July 28, 2012 10:03 am
may this blog is sponsored by pepsi... ..
Farooque
July 28, 2012 11:17 am
Really! you are upset about the ad. Get a life.
zafar
July 28, 2012 11:14 am
i think u need to analyse whole advertising business in general. almost 80% of ads dont make sense and are not well thought out.
Owais
July 29, 2012 11:46 pm
Pepsi thinks Pakistanis have no brain. Good article.
raheel
July 28, 2012 10:34 am
what a waste oyour efforts Mahjabeen !!! those 54 sec were entertaining ....that's enough !!
zwandun Khan
July 29, 2012 7:13 am
I think you missed on the obvious point. capitalism is all about competition and this ad has capitalist ideology at its core. Moreover, if you recall, Marx talked about early societies that were egalitarian that gradually got corrupted into feudalism, capitalism etc. here the ad ideologically makes the assumption that capitalism and the competition that is its core existed even in prehistoric and early societies ( the two are dressed in ragtag with no technology around them). so it naturalizes capitalism besdes giving an ahistorical view. _
Mr.T
July 29, 2012 11:23 am
Well written, and you really think out of the box, People of pakistan lives in well what they see they think it's they only thing in the world, they don't a vision of comparison, what ever their analysis is just their own analysis, and without education, intellectual ofcourse they make these types of comments (verbal / written).
Oops!e
July 28, 2012 8:02 am
Lol! No Comments. though I agree with most of what you've written; but we've seen worse Ads than this.
@saad1967
July 29, 2012 11:43 am
veryappropriate querries put forward by the author
guest from india
July 30, 2012 4:38 pm
Happened to watch Pakistan tv channels for 2 months - and was shocked by the lack of professionalism in tv ads. I find ads made in India much professional and chic. Ads were also way too lengthy and boring like one for a cooking oil and one for washing powder. Editing is not sound either. Moroever as i kept flipping between Indian and Pakistani news and other entertainment channels, couldn't help noticing the differences amongst the content (subject) of advertisements as well. While most Pakistani tv ads were for soft drinks, cell phone service provider, washing powder, cooking oil and curry masala in tv news channels (like in samaa tv etc), in contrast, indian news tv channel were playing ads for laptops, new IPOs being floated, latest cars, universities offering various degrees, overseas holiday planners etc. I guess our tv ads have a lot to say about how we are doing. The striking difference between the 2 nations on the telly was pretty apparent for anyone to see. Improve the quality of ads please. Make them short and sweet like under 30 seconds - max 1 min. And you guys have to do something definitely about lack of professionalism.
mariam
July 29, 2012 11:31 am
loll!!!i am amazed at how one could write so much on such a crappy add.
Lala
July 28, 2012 8:29 am
Agreed!!! But it was funny to see them fight in the ad and showing misbah pulling afridi into the water hahaha
fika77
July 28, 2012 8:13 am
wow, what a treat to read on such a baseless topic. Scrutinizing pepsi ad as other commercials are all well crafted and communicated. Note: comment author is NOT a pepsi drinker.
uthmanmalik
July 29, 2012 12:04 pm
Probably DAWN did not get the PEPSI advert ;)
mmymasood
July 28, 2012 6:26 pm
Amazing and a brilliant analysis, you have pointed out a very unique look for this advertisement.
Asad Shah
July 28, 2012 8:25 am
The very fact that a leading newspaper is talking about an Ad makes it a successful advertisement. Remember, the only purpose of an ad is to attract people, even if it generates negative reviews.
zainul
July 29, 2012 5:02 am
This is just an advertisement, we have seen lots of movies and dramas consists of imagination, it is just for fun... so don't take it too serious enjoy life.
annas
July 29, 2012 3:43 pm
I wish we learn something from the Indian Ad Agency with such fantastic and attractive ads every time. The latest ad of pepsi in Ramadan is again disappointing.
nitish
July 29, 2012 3:35 pm
Does pepsi and coke exist in pakistan????Good..
Khan
July 28, 2012 4:44 pm
Girl was actually Hafeez who took the captaincy from Afridi. Nywho I think its time for both of them to retire.
Kiran
July 28, 2012 4:58 pm
If it was filmed on 2 young boys from Under 19 team, yeah it would look cool BUT seriously 2 middle aged man fighting over a pepsi is childish and immature. No Taste.
Razzaq
July 29, 2012 1:31 pm
Fantastic.Desi loug,Desi tv, Desi ishtiharat,Desi fims and Desi mentality. What else.
kamran Zaki
July 28, 2012 5:26 pm
your article gives voice to my frustration when i see these ads.
My vote for Khan
July 28, 2012 5:55 pm
Actually that girl was representing Muhammad Hafeez, because Afridi and Misbah, both are surprised that yeh (Hafeez) kahan say aa gya. So it would have better to include Hafeez in place of that lady. I suggest you to write an article on Omang Lasi ad.
Zeeshan
July 28, 2012 8:11 pm
I hope our writers use their intellect to do some good for the country instead of such articles.
A.D Babar
July 28, 2012 9:11 pm
Advertising analysis actually reflect unmeaningful drawing. It's just to entertain and attract the people to the brand.
yasir mehmood
July 28, 2012 11:37 pm
woman was good looking
zwandun Khan
July 29, 2012 12:02 am
I think you missed on the obvious point. capitalism is all about competition and this ad has capitalist ideology at its core. Moreover, if you recall, Marx talked about early societies that were egalitarian that gradually got corrupted into feudalism, capitalism etc. here the ad ideologically makes the assumption that capitalism and the competition that is its core existed even in prehistoric and early societies ( the two are dressed in ragtag with no technology around them). so it naturalizes capitalism besides giving an ahistorical view.
innohunter
July 29, 2012 1:36 am
I did
innohunter
July 29, 2012 1:37 am
It was really entertaining ad. I thoroughly enjoyed it.
kashif
July 29, 2012 5:38 am
There is one more unsual thing in this add...Misbah is not doing anything....as usual.....
Umair Asif
July 30, 2012 3:42 am
Only writers can understand its worth...... Pen and critics can mold anything as Mahajabeen did.
Nile
July 30, 2012 3:59 am
Absolutely pathetic, immature, pessimistic, raucous. The comments. Not the article. This article is very useful for CSS aspirants especially in journalism paper.
@UmairAQ
July 30, 2012 4:39 am
this has proven that Farig People dominates the most profound of jobs....
Dad
July 30, 2012 5:15 am
Mahjabeen: Grow up this is a AD and not a real life situation.
Farooq K. Qazi
July 30, 2012 10:29 am
The Author here fails to know the basics of Advertising. Its not a reality show but a commercial for CSD Consumers. Most advertisements are given an aspirational feel. One level up into the fantasy land if you understand what I mean. I would ask the author to find me a woman who says, "Teri Mehrbaani" like the one who was portrayed in the U-Fone commercial. Or maybe the next question from the Author would be to find out "who was shooting the film if Afridi n Misbah were alone on the Island?" Another question could be, "Who actually does "BRrrrrr" after have a chilled Coke?" Or maybe we should all just ignore this article and let the Author find more questions and write ridiculously lousy articles to fill up the space.
Abdul Rub Beg
July 30, 2012 5:34 am
I think Pepsi commercials are justified because the ultimate purpose of all advertisements is to pursue people to accept the product, the brand and to buy. Advertisers are only concerned with the magnetism of the ad, not with rationalities and ethics. During Ramadan, of last three years, the most popular ad was “kis ne kaha tha pepsi 65 rupay ki kardo”. Does this ad make any sense? But they succeeded in increasing the sale and popularity of Pepsi. Pepsi knows that the majority, in Pakistan, is illiterate (around 45% of population) and it is easy to net such people, that is why they are making such ads which just grab and sustain people’s attention.
Omair
July 30, 2012 5:48 am
It would have made sense had there been M. Hafeez instead of the Girl. Hafeez winning the T20 captaincy.
SHAH
July 30, 2012 6:10 am
why r u so upset about the ad hahahaha just chill out and by the way this is an Advert not reality so anything can happen in a advert be fiction or nt hahahaha kyun KAI dunya hai dil wALO KI
fika77
July 30, 2012 6:47 am
nice one
Aldo
July 31, 2012 5:40 am
In analyzing an advertisement or commercial, it is best to start with a theory (or theories) that really good copywriters generally know of. In this case, the Elaboration Likelihood Model (ELM) by Petty and Cacioppo comes to mind. There are basically two routes to persuasi.on and attitude change - central route to persuasion applies to complex products in which a consumer puts a lot of effort and thought to understand its attributes and how they will benefit him/her. insurance ads or car ads may come to mind. (Lots of risk involved in not making the right decision.) The indirect route to persuasion and attitude change is for "trivial" products like soda or beer. Attractive spokesmen (as the the personalities in this commercial) provide the credibility to the product. If Afridi drinks Pepsi, then I, his fan, will also choose Pepsi. (Advertising uses the A-I-D-A model to attract one's attention, then create interest, then desire - atttitude change - and finally action, such as purchasing the product and consuming it. Whether this particular ad meets all its communication objectives (and these need to be selected before dsigning the ad) is to test it with target audiences. Ads are not aimed at eeryone.
Sunil
July 31, 2012 11:07 am
Excellent analysis. Those who hated this article are either the fans of the cricketers shown, will drink pepsi even if they hate the ads, or some people who do not know the ABC of business, marketing, and/or consumer behavior.
Rohail
August 1, 2012 8:29 am
Hahaha interesting ad. what about when both player through the bottle on beach and run for the box? what does that mean? :D it is commercial, an entertaining commercial that's it. Don't involve the politics in commercial now....
amir ayub khan
August 2, 2012 5:39 am
in the current era there is a lots of blunder y and fantasy concepts and production coming onAir as we touch the high edge of intelligence and directions
Arslan
August 2, 2012 7:24 pm
Anyone who doesn't understand this ad, kindly consider taking a course in advertising & promotion.
Aldo
August 4, 2012 5:22 am
You have to know something about advertising (the science and practice of it) before you can analyze an advert and whether it is effective or not. Seat of the pants impressions are interesting but worthless. (Even the blogger seems to lack any analytical ability.)
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