For the launch of Pepsi Twist, we literally brought the creative to life for what became a cult amongst Turkey's young adults. Coca-Cola outspends Pepsi 3:1. Just running the global spot – where 'Johnny Twist' turns up in unexpected places to tell people about Pepsi Twist – wouldn't cut through. Instead we hired an actor to play Johnny. The actor then 'interrupted and disrupted' Turkey's top celebrities and TV viewers alike by running through live programmes, abseiling through TV station's idents; and leaping out of TV screens and newspapers at unexpected moments. Johnny Twist cut through Turkey's ad-clutter, out-shouted Coca-Cola and by being proudly unconventional became a cult amongst young adults – some even started dressing like Johnny!