Braids (H2oh!)

The "Braids" spot used by Pepsico for their H2oh! product was created by BBDO Argentina. It won a Gold Lion under the Film category in the Non-Alcoholic beverage section. The spot features a family meeting the daughter's boyfriend for the first time at the dinner table. The boy successful appeases each member in a matter of a few moments. As each new family member becomes impressed by the boy, he or she grows pigtails, just like the daughters. Obviously humor is a large component of this ad. The director used a lot of cuts to keep the audience's attention moving from one person to another in rhythm with the conversation. Though the product was never once mentioned, it does appear in almost every frame. Sometimes the label and name are obvious, while other times not visible at all. Initially, the viewer might not know what the commercial is for, but following the scenario with the family, it cuts to a presentation of the product with the slogan "Perfect for Family Meals." It is apparent through this what the brand's goals were. I enjoyed the spot because the humor used was different than anything I've seen in the U.S.