Pepsi dévoile son film interactif pour la Coupe du Monde

Les rivalités publicitaires dans le monde du sport vont bon train. Après Nike & adidas qui ont dévoilé leur nouveau modèle de chaussures montantes, la Magista pour l’un et la Primeknit FS pour l’autre, c’est autour de Pepsi & de Coca-Cola de dévoiler leur publicité pour la Coupe du Monde. Je reviendrai dans un autre article sur Coca-Cola. Donc venons-en à Pepsi, qui a donc révélé le nouveau volet de sa campagne football 2014, #FutbolNow, à travers un film interactif, intitulé « Now Is What You Make It » qui célèbre la musique et le football.

Dans ce film, le personnage central est Stony, un célèbre YouTuber islandais, qu’on suit dans les rues de Rio. Les athlètes Pepsi sont bien évidemment mis en avant dans le film puisqu’on y retrouve Leo Messi, Sergio Agüero, David Luiz, Sergio Ramos, Robin Van Persie et le dernier ambassadeur Pepsi en date, Vincent Kompany. Pour faire le lien avec la musique, c’est la chanteuse Janelle Monáe qui a été choisie pour réinterpréter le classique de David Bowie, Heroes.

Le film interactif offre donc une expérience relativement immersive avec des des contenus additionnels à débloquer à travers le film, que je vous laisse découvrir maintenant :

Allez, comme on est sympa sur Sportsmarketing.fr, on va vous donner quelques unes des scènes cachées :

  • Messi assailli par une foule en délire,
  • Un cours de samba impromptu,  an impromptu Samba dance party
  • Un ballon de football personnalisé par Sergio Ramos
  • Une performance prolongée de Janelle Monae
  • Le trailer du documentaire « Art of Football »

Et voici le film non-interactif de 2min13 :

Au final, un film relativement décevant qui se situe à moitié entre le football avec la présence des Messi, Agüero, Wilshere et consorts dont on voit clairement que jouer la comédie (face à une caméra) n’est clairement pas leur métier principal et la musique avec la talentueuse et fantasque Janelle Monae qui se retrouve adossée à un mur avec des dents qui feraient pâlir toutes les pubs Colgate. L’exercice n’est pas facile à savoir mélanger le monde du football et de la musique quand on parle du Brésil et le média choisi (le film interactif) ajoute une complexité certaine. Mais à force de vouloir cocher les cases, Pepsi ne nous emmène guère loin, ce qui est dommage quand on sait le travail de qualité effectué en amont pour célébrer l’Art du Football à travers le travail des 6 artistes réinterprétant des portraits de joueurs…

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