Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Diet Pepsi - Hip Hop Can

February 05, 2006 | 1:00

In Super Bowl XL, Pepsi and DDB New York looked to position a Diet Pepsi can as a celebrity in its own right. In this minute-long spot Jay Mohr, who played an agent in the 1996 film “Jerry Maguire,” more or less reprises his role -- this time representing a can of the soda and meeting with Sean “Diddy” Combs, who wants the can to help him produce a hit song. In a 30-second companion called "Stunt Can," Mohr gets the can a job in a Jackie Chan film.

Super Bowl XL was Pepsi’s 20th consecutive year running soda ads in the big game. It also marked Diet Pepsi’s second consecutive appearance in the Super Bowl, but 2007 would see sibling brand Sierra Mist take its place ("Karate," "Combover"). Diet Pepsi Max turned up in 2008 ("Nod").

Director: Joe Pytka, who also director "Stunt Can" as well as countless big-game ads such as Pepsi's "Goldfish" and "New Can," Budweiser's "Clydesdale Team," Gatorade's "23 vs. 39" and Sony's "The Trip." Production company: Pytka.

Creative director: Pat Carella. Executive producer: Tara Fitzpatrick, Rikki Furman. Copywriter: Pat Carella. Art directors: Steven Zizila. Editorial: Cosmo Street.

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandDiet Pepsi
  • Year2006
  • AgencyDDB
  • Superbowl #XL
  • Quarter airedQ1