OK, it doesn’t get much bigger or more dramatic than this, in the ad world…
Martin Hummel was responsible for the Pepsi-Cola International business at BBDO Worldwide for nearly 20 years. He was winding down his involvement with the business, when something very significant reared its ugly head.
BBDO, with all its incredible worldwide creative resource, struggled to crack a mega creative brief to combine the likes of Britney Spears, Beyonce, Pink and Enrique Iglesias for a global integrated music project on behalf of Pepsi.
Just before it becomes a lost cause (and a tragic business loss), Hummel was recruited to lend a hand.
He refused to quit, stayed awake for nights and ended up writing the treatment that saved the day.
Hummel was Creative Director/Art Director/Copywriter/Agent/Talent Negotiator for a fully integrated campaign that ran on a global basis.
The sweetest of victories was that the ad achieved the highest copy scores in Pepsi’s history and the viral film was one of the Top 10 most viewed of its kind in the history of the internet.
And, by the way, the trend-setting Buzzfeed thinks it’s the best Pepsi commercial ever made.