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11 June 2019

One Small Step for Cans

by Syd Briscoe

Pepsi Max: “No Can Left Behind” - 75s

Paul Rudd brings his inimitable comic skills to this 90" ad for Pepsi Max, directed by fellow Marvel alumnus Taika Waititi. The campaign, er, launches with Rudd as the familiar bumbling everyman - in this case an astronaut who can't possibly take off without his carbonated beverage of choice.

Co-star Michael Pena, having proven his talents alongside Rudd before in 2015's ĎAnt Man', does much of the heavy lifting as a foil to his co-pilot's fumbling - from stalling the rocket to searching for change, and finally abandoning ship altogether.

This film is a good example of when an extended running time actually works for an ad rather than hinders it, as repetition heightens the mix of slapstick and deadpan humour. Director Waititi's fingerprints are all over this, in the best possible way.

Creative Agency: Abbott Mead Vickers BBDO Ⓟ Ⓦ
Creative: Rob Turner / Dave Westland
Film Production: Hungry Man Ⓟ Ⓦ
Director: Taika Waititi Ⓦ
VFX: The Mill Ⓟ Ⓦ
Grade: The Mill Ⓟ Ⓦ

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