The Pepsi Max Test Drive features a disguised Jeff Gordon (a NASCAR driver) who pranks an unsuspecting car salesman by (quite literally) taking a Camaro for a spin. Over 39m views since March 2013.
It’s rather interesting to note how Pepsi’s branded content is very different from Coca-Cola’s. The high focus on energy and entertain here is quite far from the ideals of spreading joy and happiness that Coca-Cola hold so strongly. But of course, both are very effective in their own way.
‘Prankvertising’ is fast becoming a rising trend for brands (as you can see from a fair number of prank related entries in our selection). More than ever in this 'new age' of marketing and advertising consumers look for content to primarily entertain them – and it is this entertainment factor that gives brand videos the highest chance of virility (and brands a whoosh of positive PR).
Pepsi’s video has done just that, whilst tying in nicely with the product offering (‘a zero calorie cola in disguise’) without pushing the product explicitly.
Jeff Gordon and Pepsi MAX go to a car dealership where a disguised Jeff Gordon takes an unsuspecting car salesman on the test drive of his life. #GordonTestDrive