In response to the tactical partnership between Pepsi and Apple Music—where purchasing a Pepsi grants a free summer of Apple Music—there was a need to infuse it with deeper meaning beyond transactional value. Our objective was to elucidate why this partnership mattered, resonating authentically with our audience amidst the vibrant backdrop of summer. Recognizing the natural alignment of Pepsi and music during summer's festivities, we crafted an integrated creative idea. By showcasing how a simple act—buying a Pepsi—could ignite a summer full of unexpected sounds and enjoyments, Press Play on Summer aimed to transcend the transactional and position Pepsi as the catalyst for transformative experiences.

The simplicity and power of our insight is what drove the creative idea. When you Press Play on Summer with Pepsi, you don’t only get a free summer of Apple Music, but you allow yourself to break away from the norm and unlock endless unapologetic enjoyment. We communicated this idea in the simplest way possible: When you open a bottle of Pepsi, the music starts, igniting a transformation from the mundane to the extraordinary. To bring the idea to life, we tapped the international icon, and the highest streamed artist in the world, Bad Bunny. Bad Bunny played a lifeguard who saves the vibes, during a monotonous hot summer at the community pool with his new single “WHERE SHE GOES” which is played when he opens his bottle of Pepsi. Every time he opens it, the scene transforms from boring to a blast.

Creating storytelling that lives and breathes beyond the transactional value exchange for two different audiences could not be done without excavating deeper shared truths. Both the Pepsi Drinker and Apple Music Fan live in their conviction and preferences. The Pepsi Drinker thrives as the life of the party, reveling in unapologetic enjoyment and uninhibited self-expression. Conversely, genuine music enthusiasts avidly champion their favorite artists and genres, embracing Apple Music in order to delve deeper into curated listening experiences. Recognizing these distinct personas, both Apple Music and Pepsi serve as affirmations to stay true to their identities. Press Play on Summer embraced our audience’s individual canvases of discovery and experimentation, offering an alternative to norms and uniting Pepsi and Apple Music enthusiasts in a community of belonging and excitement.

This film showcases the power of storytelling through sound. Sound design was a crucial part of crafting this film, and was an integral part of the narrative and overall creative concept. The music is what drove the entire story, so the sound design we crafted around the stopping and starting of the music with the opening and closing of the bottle of Pepsi needed to be subtle, yet impactful. We used sound design to build the tension in the intro of a boring, sweltering summer day, and transform the energy once the party starts. We needed to build our world and compliment the hard hitting, high energy track.

Creating storytelling that lives and breathes beyond the transactional value exchange for two different audiences could not be done without excavating deeper shared truths. Both the Pepsi Drinker and Apple Music Fan live in their conviction and preferences. The Pepsi Drinker thrives as the life of the party, reveling in unapologetic enjoyment and uninhibited self-expression. Conversely, genuine music enthusiasts avidly champion their favorite artists and genres, embracing Apple Music in order to delve deeper into curated listening experiences. Recognizing these distinct personas, both Apple Music and Pepsi serve as affirmations to stay true to their identities. Press Play on Summer embraced our audience’s individual canvases of discovery and experimentation, offering an alternative to norms and uniting Pepsi and Apple Music enthusiasts in a community of belonging and excitement.