PepsiCo’s Flamin’ Hot put fans in stunt cars for hair-raising ‘Fast & Furious’ auditions
Slap Global campaign drew 10,000 hopefuls over many months, but only one took home a ‘Fast X’-inspired car
Editor's Pick
Messing with fans has become a PepsiCo tradition, thanks to agency Slap Global.
Ad Age’s Small Agency of the Year was recently seen offering, then revoking, the chance to hang out with celebrity athletes for Lay’s in Europe. Now, it’s orchestrated quite the brutal fan experience in Mexico, for PepsiCo’s Flamin’ Hot brand—giving fans the chance to win a “Fast & Furious” car, but only if they could stomach auditions held in speeding stunt cars.
The project, which is a bit reminiscent of Pepsi’s own test-drive prank with Jeff Gordon a decade ago, shows fans trying to deliver line readings from the new “Fast X” movie. But that proves difficult since they’re strapped into stunt cars, worried for their lives, as they careen through replica obstacles from the movie in a warehouse in Mexico City.
The campaign began with codes on promotional Flamin’ Hot bags offering a chance to audition. Slap reports that in the final round, one participant “performed the script to perfection,” winning a new car inspired by the ‘Fast X’ movie. The rest were hopefully not as fornlorn as the Lay’s-less folks in the prior campaign.
The activation, produced by Landia México and directed by Maxi Blanco, took place April 26 to July 30.
Credits
- Date
- Aug 08, 2023
- Client :
- PepsiCo Flamin’ Hot
- Agency :
- Slap Global
- Production House :
- Landia
- Director :
- Maxi Blanco
- DP :
- Dariela Ludlow
- Producer :
- Gaston Magnani
- SFX :
- Ambriz FX
- Editor :
- Alejo Hojman
- Color :
- Oxido
- Postproduction Studio :
- Globetrotter
- Sound Design :
- BDS
- SVP & General Manager :
- Hernan Tantardini
- Consumer Engagement :
- Alejandro Romero
- Senior Marketing Director :
- Paola Hernandez
- Consumer Engagement Director :
- Edgar Reyes
- Content Production Manager :
- Salomon Levy
- Media Director :
- Jonathan Scarpetta
- Consumer Engagement Manager :
- Trinidad Juarez
- Senior Marketing Manager :
- Rodrigo Treviño
- Content Production Senior Manager :
- Melissa Hernandez
- Content Production Coordinator :
- Missael Arias
- Consumer Engagement Coordinator :
- Andrea González
- Marketing Coordinator :
- Karla Aguilar
- Commercial Drive Coordinator :
- Karina Castañeda
- Senior Media Manager :
- Javier de Anda
- Senior Media Manager :
- Grecia Rossell
- Media Coordinator :
- Guadalupe Torres
- Brand Communications Senior Manager :
- Mariana Guerrero
- Brand Communications Manager :
- Jose Luis Rodriguez
- Senior Manager Promotions :
- Lyeneth Flores
- Promotions :
- Mariana Vega
- Marketing Director :
- Vanessa Anaya
- VP International Promotions :
- Amy Cruz
- Director Marketing & Creative :
- April Marinero
- VP Creative :
- Jason Maliszewski
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