PEPSI
"IT'S LIKE THIS"
THE
CHALLENGE:
•
Find a representative sample of “real” high school students from across
the country for a controversial ad campaign for Channel One, Whittle Communications’
in-school programming channel.
THE
APPROACH:
•
Create casting tapes for director Pam Thomas from which non-professional teens
will be selected to appear in the Pepsi spots.
THE
RESULTS:
•
Provide a comfortable, trusting environment on the set allowing participants
to openly discuss their thoughts on life, school, relationships, and the future.
•
The Pepsi spots aired on Channel One and the down-home, personal approach was
right on target.
•
We produced a documentary (for in-house use) of the teens’ trip to NYC
and the entire production process—on location, hanging out, and sightseeing
in NYC.
