Dr Mumbo

Pepsi goes all ‘dark side of the moon’ on us with Chinese New Year ad

What do Chinese New Year, outer space and Pepsi have in common? The answer is, of course, this epic seven-and-a-half minute film by the Shanghai-based creative agency Civilisation.

The work – titled Reach for the Stars – is inspired by China’s burgeoning space programme, as Civilisation co-founder Andrew Lok explains: “We drew the initial inspiration from the lives of China’s first two female astronauts, Yang Liu and Ya-Ping Wang.

“Working closely with the brand team and with the production team headed by acclaimed film director Peter Chan, we created a three-handed narrative focussing on three different familial relationships that would resonate with our audience during the Chinese New Year.”

The high-production value video took three months to make and Dr Mumbo can only admire the budget Pepsi has sunk into the short movie – before the integrated campaign has so much as launched.

For it certainly is not cheap to hire the celebrities Zhou Dong Yu, Zhai Tian Lin, Zhang Yi Shan, Liu Hao Ran, Deng Chao, Zhou Dong Yu and Yang Yang as brand ambassadors.

Who said it was tough times for the ad industry with shrinking budgets and lowest common denominator work?

Not Dr M, that’s for sure. And not Pepsi or Civilisation either, it seems. 

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