Pepsi Zero

Aug 2026

Pepsi Zero makes a bold play in the beverage space with their Super Bowl spot titled The Choice, a narrative campaign that seamlessly blends high-concept humor with sophisticated visual storytelling. The project leans into a playful juxtaposition, casting an anthropomorphic polar bear as the central protagonist navigating the human world, from a sterile, high-key taste test environment to the nuanced comfort of a dimly lit therapy session. This commercial leverages a complex hybrid of live-action technique and cutting-edge 3D render and CGI to achieve a grounded, realistic performance from the bear, ensuring the character’s comedic timing feels both tangible and expressive. With world-class post-production and VFX expertise from Framestore and Company 3, the production team succeeds in maintaining a consistent brand identity while pivoting between varied aesthetic moods. The collaboration between BBDO New York and the production house hungryman captures a distinct lifestyle tone, utilizing sharp cuts and kinetic motion to keep the pace brisk and engaging for a mass-market audience. By moving beyond a traditional product showcase, the creative team centers the narrative on the bear’s internal emotional journey, making the transition between the clinical bright environments and warmer wood-paneled sets feel intentional rather than jarring. This ambitious campaign effectively positions the brand as a modern, self-aware challenger in the competitive landscape of big-budget sports advertising.

Humorous, Lifestyle, Commercial, playful

3D render / CGI, Live-action Technique, VFX / visual effects

Beverages, Food & Beverage