No Space

In this advertisement, Pepsi uses counter-culture of the old and new, and co-opt's it into the mainstream light of television commercials. First in this advertisement we are presented with Bob Dylan (counter-culture figure of the 60's, and 70's) and his song "Forever Young". We than see Dylan make reference to his ray ban sunglasses, and the screen changes to Will.I.am making the same action. There is than a turning wheel that suggests that Will.I.am is the "Bob Dylan" figure of the current generation. In "No Logo", Klein says "the cookie-cutter co-optation formula: take a cool artist, associate that mystique with your brand, hope it wears off and makes you cool too". (Klein 46). Pepsi is setting themselves to do exactly this in this commercial. After Dylan, and I.am are shown it cuts to american soldiers hugging family (old shot, followed by new shot). The rest of this commercial follows this formula, showing skateboarders, surfers, and fans at concerts. All of these activities illustrate seemingly "cool" counter-culture ideologies, which pepsi has now associated themselves with. This commercial is saying drink pepsi and you will be "forever young" and hip.

http://www.youtube.com/watch?v=tLfrdRgpKfI&feature=related