WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

AdRespect Ad Library Profile

View larger version of the video Members Only!  Download video!
Save as a FavoriteSave as a Favorite

Company: PepsiCo
    View Company Scorecard / Contact Company
Brand: Diet Pepsi
Ad Title: Guy Watcher - Super Bowl
Business Category: Non-Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America
Agency: DDB Needham Worldwide
Year: 2005
Target: Mainstream
Company: PepsiCo
    View Company Scorecard / Contact Company
Brand: Diet Pepsi
Ad Title: Guy Watcher - Super Bowl
Business Category: Non-Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America
Agency: DDB Needham Worldwide
Year: 2005
Target: Mainstream
none

Theme(s)

Real LGBTQ+ Person

LGBTQ+ Inclusion

Theme Breakdown

AdRespect Score: 
none
Help AdRespect in its mission with a tax-deductible donation!

An attractive man walks down the street, sipping on a Diet Pepsi, to the tune of the Bee Gee's "Stayin' Alive," from Saturday Night Fever.

He has no idea that everyone is staring at him. Two female police officers look over, obviously impressed. Other women raise their eyebrows, even following him -- including a smalldog. Then, in a twist, supermodel Cindy Crawford takes off her sunglasses to get a better look at him.

Crawford appeared in other Pepsi ads much like this one, the first of which aired in 1991. It was Crawford who attracted all the attention in those ads, turning heads everywhere she went, although the dialog indicated that onlookers were more impressed with her drink choice than Crawford herself.

But the handsome man has another famous fan: Carson Kressley, Queer Eye for the Straight Guy's fashion savant. He passes the Diet Pepsi drinker, removes his sunglasses, and turns to look him up-and-down. Kressley's jaw drops in awe.

The man then realizes that a crowd has gathered, and he looks around mystified as the woman ogle him. The Diet Pepsi logo and tagline, "Light. Crisp. Refreshing," appear on the last frame.

The ad debuted during the Super Bowl, where Pepsi was the No. 2 advertiser across brands, second only to Anheauser-Busch.

Describing the ad's creative approach, Pepsi spokesman David Diciccio says, "On the Super Bowl, we're generally looking for entertainment value and a big surprise that will get people talking. Carson made for the perfect surprise. He's so well known, and when you're looking for entertainment value, he's a great place to start."

Asked if Pepsi wasn't concerned with conservative backlash on the gay-friendly commercial, he says, "It's something you take into consideration, but it wasn't a major factor in our focus groups." He adds that the focus groups weren't limited to NYC, but were geographically dispersed.

none

Mario , Chapel Hill
You can't go wrong with using Bee Gees music in an advertisement! It's about time their music was heard more!

Jennifer , Scarborough, ME
I totally love this commercial! My fave. Stayin' Alive and Carson really make this commercial. I've watched it over and over. Just love it.

none



More Taste. More Fun. More Yum.
Company: PepsiCo
Brand: Diet Pepsi
Country: United States
Region: North America
Year: 2007



Number of Diet Pepsi Six Packs to Keep This Six Pack
Company: PepsiCo
Brand: Diet Pepsi
Country: United States
Region: North America
Year: 2005



Bold Love
Company: PepsiCo
Brand: Doritos
Country: Mexico
Region: Latin/South America
Year: 2023

AdRespect Score:


Dorito Dick
Company: PepsiCo
Brand: Doritos
Country: United States
Region: US National
Year: 2016



Elevator/Lift
Company: PepsiCo
Brand: Doritos
Country: United States
Region: US National
Year: 2005



Enrique Iglesias
Company: PepsiCo
Brand: Doritos
Country: United States
Region: North America
Year: 2003, 2002

AdRespect Score:


Family Day
Company: PepsiCo
Brand: Doritos
Country: Israel
Region: Middle East
Year: 2021

AdRespect Score:


Fashionista Daddy
Company: PepsiCo
Brand: Doritos
Country: United States
Region: US National
Year: 2013

AdRespect Score:


Finger Cleaner
Company: PepsiCo
Brand: Doritos
Country: United States
Region: US National
Year: 2014

AdRespect Score:


Go Bold!
Company: PepsiCo
Brand: Doritos
Country: United States
Region: US National
Year: 2016

AdRespect Score:

none

Submit An Ad Test An Ad Rate An Ad Post Comments