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Pepsi MAX: Clubhouse in the Corn


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When TBWAChiatDay wanted to push the envelope for the new Pepsi MAX campaign, they turned to QuietMan and CD/Lead Flame Artist Johnnie Semerad to help make the ambitious concept a reality. "The Pepsi Max campaign is basically a riff on 'Field of Dreams,'" notes Johnnie. "Instead of having a baseball field in the middle of a cornfield, they have a clubhouse, and it features many major league baseball players past and present - both legends and current stars."

The big twist on this slice of old-fashioned Americana is that the campaign features a notable first for the advertising world; consumers can download the iPhone check-in app IntoNow and hit it while the commercial plays on TV. Audio-fingerprinting technology then recognizes the ad and a coupon gets downloaded to the consumer's phone for a free 20-ounce bottle of Pepsi Max. The spots, titled Clubhouse In The Corn and Rally, are already on YouTube, and will air during Major League Baseball games and through the end of the year.
Other credits

Credits:



Client: Pepsi MAX

Spot Title: Clubhouse In The Corn (feature), Rally

Air Date: April 2011



Agency: TBWAChiatDay

Chief Creative Officer: Rob Schwartz

Group Creative Director: Brett Craig

Creative Director: Marlon Hernandez

Associate Creative Director / Copywriter: Gregg Clampffer

Art Director: John Baker

Copywriter: Chris Jones

Executive Producer: Anh-Thu Le

Senior Producer: Mila Davis

Assistant Producer: Stephanie Dziczek



Production Company: Pytka

Director: Joe Pytka

Executive Producer: Tara Fitzpatrick

Producer: Vincent Joliet

DP: Joe Pytka



Editorial Company: Nomad Editorial

Executive Producer: Susye Melega

Producers: Nicole Steele

Editors: Tom Muldoon, John Murray

Sound Designer: Tom Stamatio



Post/Effects Co: QuietMan

CD/Lead Flame Artist: Johnnie Johnnie

Executive Producers: Carey Gattyan, Bob Nelson

Flame Artist(s): Ricky Weissman, Matt Stroub

Post Producer: Jessica Pierik

Designer: Marsha Movshovich



Sound Design Co: Play

Mixer: John Bolen

EP: Sara Hartman



Music Company: Elias Arts

Creative Director: David Gold

Composer: Christopher Kemp

Exec Producer: Ann Haugen

Production Coordinator: Valeria Scinto

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