PepsiCo Turns Stat Quo Inside-Out with ‘Enable’

Steve Hall

Jan. 28, 2008
1 min read

Maybe because Nationwide cashed in like mad on its K-Fed pre-Super Bowl ad hype last year, everybody’s releasing their spots before the drop.

We don’t like the idea of opening our presents before Christmas day (which is what watching a Super Bowl ad a week in advance is like), but in some cases an early debut is a good thing.

That’s the case with Pepsi’s Bob’s House, a Super Bowl spot by BBDO for its Enable campaign that composes a deaf world we’re invited to watch from the sidelines. A silent ad is jarring, but it’s weirder still to be passive observers of a community whose jokes we don’t get.

Neat switcharoo on the minority experience. Can’t wait to see what kind of response this generates on Super Bowl Sunday.

See the making-of, which, thankfully, isn’t the usual self-congratulating “how I made my baby” swill.

Steve Hall

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Steve Hall

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TRENDING AROUND THE WEB

I’m 38 and I realized last month that I have two hundred contacts in my phone and not a single person I could call at 2 AM without feeling like I was being a burden — and that math broke something in me

Global English Editing

Psychology says the reason most people never become who they want to be isn’t lack of discipline or willpower — it’s that they’re still performing for an audience that stopped watching years ago

Global English Editing

Psychology says a woman who has lost her joy doesn’t fall apart loudly—she starts using a specific set of 8 quiet phrases that sound like she’s fine and mean something else entirely

Global English Editing

I’m 37 and I spent six months trying to become more disciplined, more productive, more consistent – and then I realized the version of myself I was chasing was just another way to avoid sitting with who I actually am

Global English Editing

I’m 42 and last week I caught myself saying ‘I’m so lucky’ about something I was clearly unhappy about and that’s when I realized I’ve been using gratitude as a way to gaslight myself for at least fifteen years

Global English Editing

Psychology says adults who can’t sit still during phone conversations aren’t anxious — they learned early that their body language was the only part of communication they could fully control, and removing that channel creates a disorientation they have to physically compensate for

Global English Editing