Trash Saved from the Ruins.

Pepsi, “Archaeology”

Pepsi sure ran whole hog with their “Choice of a New Generation” campaign, back in the ’80s. But nothing demonstrates the level at which they were feeling themselves more than this award-winning, 1985 commercial, “Archaeology,” directed by ad great Joe Pytka.

Take a gander at it: Nearly 25 years later, the payoff is still one of the best disses ever in corporate marketing. (Plus, the shuttle, departing overhead, is pure visual magic, the cherry on top, the ping! in the overture.) It would be some sweet writing if I could end this paragraph’s first sentence by saying, “…and a blow from which Coca-Cola never recovered.” In truth, Coke still kicks Pepsi’s behind up and down the street.



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