Pepsi | The Rising | China

Originally created by CLM BBDO in Paris, the campaign will initially launch in North America.

“The campaign plugs into the 'unstoppable, aspirational, go-getters equipped with a killer attitude' of today’s youth,” said Richard Lee, global VP of PepsiCo.

The advertisement depicts a young man climbing one obstacle after another towards to reach a music stage, while shouting, “I can’t hear you”. The end scene features Asia’s Pepsi ambassador Jolin Tsai, who signifies the ultimate ‘dream’ for many youths due to her hard work and experience in the music industry.

The ad follows the roll-out of Pepsi's 'Voice of the next generation' campaign to find a Chinese rock band.



India has also adapted the television ad a month ago as part of its 'Youngistaan' campaign.



Credits:
Project The Rising
Client PepsiCo China
Creative agency BBDO China
Executive creative director Leong Wai Foong
Group creative director Vincent Chiu
Art director Bamboo Zhuang
Copywriter Jay Qian
Agency producer Desmond Loh
Media agency MindShare
Production house Key Point
Exposure Television