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Agency: BBDO Proximity Düsseldorf
But the familiar red and blue colours of the human cardiac system proved irresistible for ad agency BBDO Proximity Düsseldorf. Its “Iconic Refreshment” billboard campaign is intended to remind customers that, like oxygenated blood, Pepsi delivers “refreshment and energy to all parts of the body”. The ad does this without a single typographical element. Viewers will enjoy locating the circled Pepsi logo but they will not find a slogan.
The agency deserves credit for originality. As Christian Mommertz, creative and managing director, notes, “depicting refreshment in a refreshing way” is not easy.
Similarly, the pared down motif is strangely beguiling and a welcome change from shouty, star-studded US soft drink commercials. It will also doubtless export well – there is nothing here that could not be understood in Cairo, Canberra or Caracas.
So long as viewers do not impute health benefits, the image will do no harm. Ultimately, the human body is 70 per cent water and refreshment does not require an infusion of cola.
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