Aluminum Or Glass: The Memo

[Mark Hosler & The Weatherman]
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 aluminium or glass?

For this commercial the look, the style, and the music is everything: lighting should be dramatic, but not shadowy; location should be beautiful, but not weird; clothing should be contemporary, but not punk; casting should be characterization, but not 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 501-Jeans ads. Like the Levi-core night ads. Like the Honda Scooter ads! Heightened reality vignettes!

When we're back to back
I can't see you
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?
Would the ants in the grass
Understand what the man's Volvo is?
Do they know you can buy Pepsi in aluminium or glass?

These Pepsi ads
These Pepsi ads
These Pepsi ads 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!