PEPSI-COLA | PLAYGROUND | 1994
Kids don't worship—they cheekily ask for a Pepsi / PEPSI "PLAYGROUND"
In 1994, a commercial featuring basketball superstar Shaquille O'Neal interacting with a kid became the second most popular commercial in America. It also won a Gold Lion at Cannes. That 90s Pepsi feeling—celebrity, youth, and a dash of rebellion all mixed together. But I could barely find any articles that talk about the story behind this campaign.
The problem
In the 90s, Pepsi and Coca-Cola were right in the middle of the "Cola Wars," and Pepsi was playing the role of challenger brand, wrapped in youth, energy, and culture. BBDO kept churning out one flashy celebrity-driven spot after another, and Shaq was one of those celebrities.
The idea
The setup: Shaq sweating it out on a playground, facing off against a kid. It drew on Coca-Cola's classic "Mean Joe Greene" ad, but critics at the time noted that the kid's attitude wasn't "worship"—it came across more like a "wiseguy."
What happened
It won a Gold Lion at Cannes Lions. According to research by Video Storyboard Tests, it ranked as the second most popular commercial in America.
Afterthought
I couldn't find any article that really explained the thinking or story behind this commercial. But watching the video tells you everything you need to know. The kid isn't looking up to Shaq in awe—he's standing his ground, a little cocky, just asking him for a Pepsi like they're equals. That's probably exactly the kind of "youth" 90s Pepsi was going for.
Awards
- Cannes Lions Gold 1994
