The "Zero-Calorie Cola in Disguise" came out of Uncle Drew and sort of expanded into the world of racing. Pepsi will give a jump ball on a lot of these projects. You weren't involved in the first video, though. We thought he would make a great mark for the second one. And when we got the brief and started thinking about it, we went back and looked at it, and realized how great Travis was and his whole breakdown of the first video-everything from the sound of a V8 engine versus a V6 to the cup holders on this model of Camaro. There happened to be this incredible article following the release of the first video. We always got a lot of amusement out of that, but we thought a lot of people could relate to it, too-and if we could incorporate or reference it in some way, it would be fun for people. ![]() But the Internet audience is a conspiracy-driven audience that will literally break down every moment of your video. Haters is a general term, because I don't think that characterizes Travis, the guy we actually used. Pepsi, to their credit, wanted to address the haters. But that's harder to do with "Test Drive," because of the character. We did Uncle Drew, and that's one where we just tried to expand the narrative and create a story people would like. But as with any sequel, the difficulty is to do something fresh and original.įor every Godfather II, there's a Godfather III.Įxactly. Marc Gilbar: The first one was a huge hit. (Like the first one, this one was directed by Peter Atencio of Gifted Youth.)īelow, Gilbar tells us all about the production, from the genesis of the idea to the safety issues to the moment when Okulski almost kicks out the camera inside the taxi.ĪdFreak: The first "Test Drive" video did so well. This isn't a guy, after all, who would want you to think he couldn't do these stunts himself.įollowing the release of "Test Drive 2" on Thursday morning, we spoke with Marc Gilbar, creative director at Omnicom's Davie Brown Entertainment/The Marketing Arm in Los Angeles, which concepted and handled creative execution on the new video. (Gordon, again in disguise, takes one of the big doubters-Travis Okulski of auto blog Jalopnik-on a very real, hair-raising ride of his own.) And finally, in many ways it used Gordon's pride as an accelerator. It also gave the second video a strong narrative. But it turned out to be a creatively fruitful approach.įirst, it was a way to draft off the success of the earlier megahit. It might seem strange that Pepsi MAX based its second "Test Drive" prank video with Jeff Gordon around doubts some people had about the first one. Black Label was featured on the YouTube channel m圜ountyMarket along with several other pre-release flavors of Mountain Dew from 2016 to 2019.Jeff Gordon 'Really Wanted to Show His Stuff' in Pepsi MAX's Test Drive Sequel. ![]() As a result of this, Black Label is fully discontinued in Late 2020. In Early-to-Mid 2020, it was produced sporadically throughout from independent Pepsi bottlers. ![]() In Early 2019, Dark Label, along with many other underperforming flavors was pulled from shelves in most regions. Due to high demand and positive response, it was officially released in March 2016 nationwide as a permanent flavor. The thirst for the darker and more mysterious side of DEW was clear as word quickly spread across social media networks and product flew off campus shelves. In the Fall of 2015, Black Label was released exclusively at approximately 600 colleges and universities, giving students a first taste of the unique new beverage. Its pre-release tagline was "Naturally & Artificially Flavored," later changed to "Dark Berry Flavor with Other Natural Flavors." Its tagline was " DEW with Crafted Dark Berry Flavor with Other Natural Flavors." The series was available in 16-ounce cans with a matte finish (similar to the later Mountain Dew Energy flavors), and Black Label was also available alongside two other flavors: White Label and Green Label. The Label Series was defined as a "Deeper, Darker, Dew" flavor, Made with Real Sugar, Crafted with Flavor and herbal bitters. Mountain Dew Black Label was a Dark Berry Punch flavor of Mountain Dew and had a red-purple magenta look, described as a "Deeper, Darker, Dew."
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