I hate to be cynical at this moment of national renewal, but I just have to call out the shallowness of Pepsi’s “RefreshEverything” microsite and YouTube channel. The effort, which seeks to leverage the historical moment to build brand equity, may set a new standard for emptiness of thought in pseudo-political advertising.
Button from RefreshEverything.com.
Masquerading as a place for people to post video letters to Barack Obama, the effort is actually a feeble patchwork of clichÃ©s designed to sell soft drinks. Really, how many times have we been asked to feel inspired by tightly edited video montages where celebrities finish each other’s sentences? Naturally any such project must feature Will.i.am, the Black Eyed Peas front man and producer of Busta Rhymes single “I Love My Bitch” who somehow has become a spokesperson for the Obama youth movement — not to mention a CNN hologram.
Election 2016 is already like no presidential race before it, and one of the most striking aspects of this year’s race is the disparity ... read more
Can Snapchat make tech-enabled glasses cool? It’s going to try. Last week, it was revealed that the company behind the ascendant social app ... read more