Would a man living in Los Angeles
Understand what a seagull is?
Would he know about the ants there in the grass?
Would the ants in the grass
Understand what the man's Volvo is?
Do they know you can buy Pepsi
In aluminum or glass?
(For this commercial)
(The look, the style and the music is everything)
(Lighting should be dramatic, but not shadowy)
(Locations should be beautiful, but not weird)
(Clothing should be contemporary, but not punk)
(Casting should be characterizations)
(But not to the point of hoodlums)
(In other words, we can get out-of-the-ordinary)
(But we can't live there)
Would an advertising executive
Understand where the homeless live?
Would he know about the bubbles in his glass?
Would the bubbles in his glass
Understand what the man's golf cart is?
Do they know you can die frozen
Underneath an overpass?
(Every object, prop, and piece of clothing)
(Should complement each other)
(The photographic approach should be fresh, alive, and inspiring)
(Contemporary is a good word here)
(Like the 501 jean ads)
(Like the Levi Corp night ads)
(Like the Honda Scooter ads)
(Heightened reality vignettes)
When we're back to back
(Heightened reality vignettes)
(Heightened reality vignettes) I can see you
(H-Heightened) But when we're face to face I do
(Heightened reality vignettes)
(That all exist in the examples I've just described)
Would a man living in Los Angeles
Understand what a seagull is?
Would he know about the ants there in the grass?
(These Pepsi ads)
Would the ants in the grass
Understand what the man's Volvo is?
(These Pepsi ads) Do they know you can buy Pepsi
(These Pepsi ads) In aluminum or glass?
(Should not look too urban, too ethnic, too new-wave, or too anything)
(These Pepsi ads)
(Too urban)
(Too ethnic)
(Too new-wave)
(Or too anything)
(These Pepsi ads)
(I know this may sound confusing)
(But I think it's better to know now)
(Than to argue on the set about it later)
Would a man living in Los Angeles
(Good luck, everyone)
Would a man living in Los Angeles
(Good luck, everyone)
Would a man living in Los Angeles
(Good luck, everyone)
Would a man living in Los Angeles
(Good luck)
Los Angeles
(Everyone)