Pepsi parodies The Matrix in reinventing its 1970s taste test challenge
Pepsi has parodied the famous ‘Blue Pill, Red Pill’ scene from the 1999 film, The Matrix, in its latest campaign.
In its take on the scene, the blue pill – “where the story ends” – is replaced by a red can of generic cola, and the red pill – which “shows you how deep the rabbit hole goes” – is replaced by a Pepsi Max can.
The original scene can be seen here:
The campaign, created by TBWA Sydney, is reinventing the 1970s Pepsi Max Taste Challenge by presenting soda drinkers with the ultimate choice between ‘predictable comfort’ or a beverage that promises to be bold.
Activations will take place around the country until the end of January, challenging Australians to take part in a blind taste test between Pepsi Max and a competitor to determine which is the better tasting cola.
Advertising across TV, OOH and digital has been devised to amplify the activations.
Katrina Alvarez-Jarratt, TBWA creative director said in a statement: “The iconic ‘Taste Challenge’ is part of Pepsi’s heritage. The latest campaign in this global series issues the challenge to Australians in an interesting and humorous way, reminding them that flavour favours the bold.”
Carolyn Baveystock, Pepsi Australia marketing manager of CSDs, added: “The Taste Challenge has been a huge success with consumers in other countries around the world and now Australian consumers have the opportunity to take part. We look forward to seeing if we can convert even more people with our great taste.”
Credits
Client: PepsiCo
Creative: TBWA Sydney
Production company: BOLT
Director – Leo Woodhead
Producer – Lauren Reilly
DOP – Ian McCarroll
Editorial – Lucas Baynes, Arc Edit
Post Production – Alt FX
Sound Design – Beau Silvester
Music supervision – Anton, Trailer Media
Media: PHD Australia
Activation: Conversion Live
Is there a pill to show which will make you fatter?
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This is awful. What’s happened to TBWA? They used to be creatively strong.
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This is a truly creatively bankrupt campaign, from the terrible execution and dated 90s reference through to the whitewashing of Morpheus and the unfortunate appropriation of red pill/blue pill by misogynist mens rights groups (which to be fair, may be their target audience?)
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Reinventing the 1970s taste test challenge with 1990s reference material.
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