Australia’s Bundy R. Bear has snuck into the Super Bowl coverage in a campaign, by Activation Union and Howatson+Company with Hearts & Science and HAVAS Red, aimed at Pepsi’s big game commercial.
Pepsi’s Super Bowl spot, The Choice, directed by Academy Award–winning filmmaker Taika Waititi, is a taste test.
The ad follows a cola-loving polar bear who steps up to the iconic Pepsi Challenge and, with only taste on the table, chooses Pepsi Zero Sugar over Coke Zero Sugar.
However, back in Australia Bundaberg Rum is calling it out for what it is: a distraction.
CCTV footage, obtained by Bundy R. Bear, and circulated to select Queensland media, has revealed part of the original taste test that the cameras didn’t capture.
The frame suggests that while Americans debate the perfect balance of sweet and spicy bubbles, Australians know the real hero ingredient to accompany cola comes from up north in Bundaberg.
Alongside the leaked frame, uncovered therapy session notes from the desk of a certain Kiwi psychologist have revealed the wishes of polar bear mascots worldwide, who, underneath all the fur, actually crave a sip of Bundaberg Rum to complete their cola.
“When I saw the footage, I couldn’t let it go,” said Bundy R. Bear.
“Poor bloke’s in therapy over a taste test. Only in America.
“So, I was committed to uncovering the truth and clearing the tastebud reputation of polar bears worldwide, before I relax, sit back, and enjoy a drink.
“And sure, I’ll be stuck tuning into the Patriots and Seahawks instead of my beloved Cowboys… but at least I’ll have a Bundy & Cola to get me through.”
Queensland residents can expect to see the leaked image in high definition in this morning’s edition of the Courier Mail, Townsville Bulletin and Cairns Post.
“When a polar bear showed up at the biggest advertising moment of the year, we knew Bundy would have something to say - reminding Australians why Bundy & Cola remains the better choice," said Matthew Miles, head of marketing rum at Diageo.
CREDITS:
Campaign credits:
Diageo | Bundaberg Rum
Activation & Creative Agency:
Activation Union & Howatson+Company
Media Agency:
Hearts & Science
PR Agency:
HAVAS Red
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