Advertising analysis – Pepsi

Published Jul 28, 2012 02:34pm

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


The writer is a Multimedia Producer at Dawn.com. She tweets @mejmankani


The views expressed by this blogger and in the following reader comments do not necessarily reflect the views and policies of the Dawn Media Group.

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Comments (70) (Closed)


Hamid
Jul 30, 2012 01:05am
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
Jul 29, 2012 01:13am
They did not share the bottle but it seems they will share 'ye kahan se aa gai' lol
Sohaib
Jul 29, 2012 07:38am
This is posted on dawn ? seriously?
Ali Vaqar Awan
Jul 28, 2012 09:43am
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
Jul 28, 2012 09:46am
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
Jul 28, 2012 09:49am
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
Jul 28, 2012 08:55am
2 things to consider: Pepsi bottle is purposely shaped like a female. Two lonely male on a deserted island.
Jafri676
Jul 28, 2012 09:11am
Next time "Dawn" will not get ads from Pepsi.. lol
Khurram
Jul 29, 2012 09:11am
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
Jul 30, 2012 08:47am
First time I watched this ad, I thought of this girl representing a character of Angelina Jolie in Beowulf
Kader Khan
Jul 28, 2012 11:48am
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
Jul 29, 2012 09:36am
yeah...and we should soon expect TOM & Jerry Vs. The Laws of Physics from the writer soon :P
Haroon
Jul 28, 2012 08:50am
Yeh waqai kahan say aagai? Great piece! :)
Fahad
Jul 28, 2012 08:56am
brilliant analysis. The ad actually left me wondering 'ye kahan se aa gai?'
shah
Jul 28, 2012 09:58am
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
Jul 28, 2012 02:25pm
NOTHING BETTER TO WRITE ABOUT.IT IS ONLY AN AD
Priti
Jul 28, 2012 01:29pm
Maybe they were hallucinating about the woman. A lack of Pepsi can have that effect.
Faraz
Jul 28, 2012 02:09pm
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
Jul 29, 2012 09:00am
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
Jul 29, 2012 09:35am
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
Jul 28, 2012 09:27am
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
Jul 30, 2012 07:55am
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
Jul 28, 2012 11:28am
yes, extremely entertaining for our brainless masses.
Zain
Jul 28, 2012 11:26am
Even if it makes the advertiser and the agency look like a bunch of nitwits?
azhar
Jul 28, 2012 10:03am
may this blog is sponsored by pepsi... ..
Farooque
Jul 28, 2012 11:17am
Really! you are upset about the ad. Get a life.
zafar
Jul 28, 2012 11:14am
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
Jul 29, 2012 11:46pm
Pepsi thinks Pakistanis have no brain. Good article.
raheel
Jul 28, 2012 10:34am
what a waste oyour efforts Mahjabeen !!! those 54 sec were entertaining ....that's enough !!
zwandun Khan
Jul 29, 2012 07:13am
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
Jul 29, 2012 11:23am
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
Jul 28, 2012 08:02am
Lol! No Comments. though I agree with most of what you've written; but we've seen worse Ads than this.
@saad1967
Jul 29, 2012 11:43am
veryappropriate querries put forward by the author
guest from india
Jul 30, 2012 04:38pm
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
Jul 29, 2012 11:31am
loll!!!i am amazed at how one could write so much on such a crappy add.
Lala
Jul 28, 2012 08:29am
Agreed!!! But it was funny to see them fight in the ad and showing misbah pulling afridi into the water hahaha
fika77
Jul 28, 2012 08:13am
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
Jul 29, 2012 12:04pm
Probably DAWN did not get the PEPSI advert ;)
mmymasood
Jul 28, 2012 06:26pm
Amazing and a brilliant analysis, you have pointed out a very unique look for this advertisement.
Asad Shah
Jul 28, 2012 08:25am
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
Jul 29, 2012 05:02am
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
Jul 29, 2012 03:43pm
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
Jul 29, 2012 03:35pm
Does pepsi and coke exist in pakistan????Good..
Khan
Jul 28, 2012 04:44pm
Girl was actually Hafeez who took the captaincy from Afridi. Nywho I think its time for both of them to retire.
Kiran
Jul 28, 2012 04:58pm
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
Jul 29, 2012 01:31pm
Fantastic.Desi loug,Desi tv, Desi ishtiharat,Desi fims and Desi mentality. What else.
kamran Zaki
Jul 28, 2012 05:26pm
your article gives voice to my frustration when i see these ads.
My vote for Khan
Jul 28, 2012 05:55pm
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
Jul 28, 2012 08:11pm
I hope our writers use their intellect to do some good for the country instead of such articles.
A.D Babar
Jul 28, 2012 09:11pm
Advertising analysis actually reflect unmeaningful drawing. It's just to entertain and attract the people to the brand.
yasir mehmood
Jul 28, 2012 11:37pm
woman was good looking
zwandun Khan
Jul 29, 2012 12:02am
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
Jul 29, 2012 01:36am
I did
innohunter
Jul 29, 2012 01:37am
It was really entertaining ad. I thoroughly enjoyed it.
kashif
Jul 29, 2012 05:38am
There is one more unsual thing in this add...Misbah is not doing anything....as usual.....
Umair Asif
Jul 30, 2012 03:42am
Only writers can understand its worth...... Pen and critics can mold anything as Mahajabeen did.
Nile
Jul 30, 2012 03:59am
Absolutely pathetic, immature, pessimistic, raucous. The comments. Not the article. This article is very useful for CSS aspirants especially in journalism paper.
@UmairAQ
Jul 30, 2012 04:39am
this has proven that Farig People dominates the most profound of jobs....
Dad
Jul 30, 2012 05:15am
Mahjabeen: Grow up this is a AD and not a real life situation.
Farooq K. Qazi
Jul 30, 2012 10:29am
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
Jul 30, 2012 05:34am
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
Jul 30, 2012 05:48am
It would have made sense had there been M. Hafeez instead of the Girl. Hafeez winning the T20 captaincy.
SHAH
Jul 30, 2012 06:10am
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
Jul 30, 2012 06:47am
nice one
Aldo
Jul 31, 2012 05:40am
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
Jul 31, 2012 11:07am
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
Aug 01, 2012 08:29am
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
Aug 02, 2012 05:39am
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
Aug 02, 2012 07:24pm
Anyone who doesn't understand this ad, kindly consider taking a course in advertising & promotion.
Aldo
Aug 04, 2012 05:22am
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.)