Pepsi just fired the opening shot of its Super Bowl LX campaign, and it’s going straight for the jugular. During the NFL Conference Championship games, the brand dropped a teaser that puts everything on the line. No logos. No branding tricks. No nostalgia padding. Just taste.
The spot brings back one of Pepsi’s most recognizable icons, the polar bear, who steps up to the Pepsi Challenge for a blind taste test that strips the debate down to its core. Eyes covered. Assumptions gone. What matters most decides the winner.
It’s a sharp callback to the original 1975 Pepsi Challenge and its 2025 revival, now reframed with a wink and a bite. This time, the message is clear. If you take the bias out of it, what happens next is unavoidable. Watch below:
The teaser follows last week’s quiet breadcrumb drop, a snowy paw print paired with Pepsi Zero Sugar and the line “big game. big choice.” Subtle by Super Bowl standards, but intentional. Pepsi isn’t shouting yet. It’s letting the tension build.
And it’s not stopping here.
Pepsi says more clues and content are coming as the countdown continues, all leading to the full Super Bowl LX commercial directed by Taika Waititi. Yes, that Taika. Which means whatever lands on game day won’t be playing it safe.
This isn’t nostalgia for nostalgia’s sake. It’s Pepsi daring the audience to look away from the labels and make a call. Literally.
Game on.
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