The document summarizes 3 advertising campaigns focused on the millennial generation: 1) Bacardi Untameable highlights the family's resilience through difficulties over generations to encourage millennials. 2) Pepsi Pass uses a timeline to show how Pepsi embodied each generation's culture. 3) Nike Addicted portrays a runner's pure enjoyment and motivation to overcome challenges through running. The campaigns aim to engage millennials facing economic uncertainties by celebrating their generation and encouraging resilience.

1. “In the future everyone will be
world-famous for 15 minutes”
That’s what ads are for.
We’re in the future analyzing the
importance of those 15 minutes of
coolness and fame.

2. Who is Dante Airola?
Dante Airola is a modern-classic
commercial director. He grew up in New
York City and his love of graffiti art led him
to work with graphic design, typography
and diverse design award-winning
projects.
Since joining the commercial production
company MJZ, he Airola has directed
many highly visual commercials with
many world famous brands like Adidas,
Heineken, Pepsi, Hewlett Packard, Bacardi
and Nike, earning the Cannes Lions
awards.

3. Bacardi Untameable
The story about the Bacardi Family
Fate threw everything at the Bacardi Family
The fire of 1880s couldn't stop us
Nor could a series of earthquakes
Thru prohibition in the 1920s
Cuban revolution in the 50s
And in the 60s, exile from our home country
The Bacardi Family didn’t just survive, we thrived.
Because true passion can’t be tamed!
https://www.youtube.com/watch?v=80x27B7gbQ4
Calls for:
Resilience

4. To thrive
This campaign is different
from any other Bacardi ad. It
is about the difficulties that
the Bacardi family had to pass
in order to preserve the
family business.
The Bacardi Untameable
was launched in India, USA
and Mexico. Being spread
among the social networks
it became world famous.
The Campaign is primarily designed to
engage the Millennials, as a generation that
is faced with great difficulties, economic
uncertainties, unemployment etc. It
encourages them to remain fiercely
optimistic and to believe that they can
make a difference.

5. Coolness level
Very high
There is a dose of darkness in the campaign. As if it shows the sour
laugh of people who have survived everything, but still fight. The ad is
primarily concentrated on the Millennials, the new generation who
fights problems different than the ones in the past but not less
difficult. But this campaign is not only concerned to the generation Y. It
secretly attracts all the ages who identify themselves with the rough
past and “bad fate”.
The coolness can be observed from the very first moment. The
protagonist is a person who remains still but persistent in his cause.
The main idea is revolutionising suffering, as it is not something that
makes people vulnerable, but something that makes them stronger.
We can only observe it, we cannot
touch it, we can only feel.

6. • The 2014 was not the best year for the company. After
strong rum sales and, more recently high demand for
its other premium brands, Bacardi’s sales volume fell by
almost 2 percent last year, according to the Shanken
News Daily Magazine.
• So resilience is once again on the table. Bacardi is now
focusing on fashion and Akiko Maeda joined Bacardi as
its first vice president of fashion. The new executive will
incorporate Bacardi brands into the fashion world.
The brand is also is orienting towards sustainability and
more labour opportunities.

7. “Pass”
• Pepsi is one of the hallmark brands of American capitalism. It has
symbolized creativity and innovation not only in its image, but in the
business as a whole.
• Most notable for its fierce competition with Coca Cola, Pepsi has been
able to survive and thrive as a result of its innovative and cool image.
PepsiCo, the owner of the brand Pepsi, has been able to get the most
out of Pepsi by marketing it in addition to its highly successful chips
business it acquired in the 1960s.
• The Yum! Brands that spun off from PepsiCo still largely serve PepsiCo
products, with Pepsi as their flagship beverage.
https://www.youtube.com/watch?v=2ABUKnCKzM8

8. The coolness of the time
‘89 20s 50s
60s
80s
40s
90s‘92
• Similar to the Bacardi campaign, a timeline is the motive
behind the Pepsi Pass campaign. It demonstrates the
coolness of each generation, showing the culture, and how
Pepsi played a part through the decades.
• Unlike the story-like presentation in the first campaign,
Pepsi Pass has a faster pace and takes the viewers on a quick
time travel from its start, to present day. It dedicates about
the same time to show each generation.
• The theme song of choice is the iconic “My Generation” by
The Who, a rock band of the 1970s. Even the music changes
shape according to the style of each generation.
• Emotional objective: Making history.

9. Pepsi can art
The idea of the “Pepsi can art” auction is making the
representative pictures about the beauties of “Our
generation” (generation Y). Volunteers all over the world
could present their idea and the funds collected with the
help of the PepsiCo Global Citizenship Foundation to non-
profit organizations. The art could be promoted on the
social networks (Facebook and Twitter). The winner could
get a grand or a scholarship for a summer event.
The gain of this kind of promotion will mostly be for the
brand name and to inform the consumers about PepsiCo’s
Corporate Social Responsibility.

10. Nike Addicted
"I am addicted. I’ve collected footsteps before
dawn, seen places I never knew existed, run to the
moon and back, been a rabbit for the neighborhood
dogs, obeyed the voice in my head, let music carry
me when I couldn’t, raced against yesterday, let the
world be my witness, measured myself in metres,
kilometers and finally character. I’ve plugged into a
higher purpose, left this world and come back
changed. I am addicted.“
https://www.youtube.com/watch?v=1x4orFcCQQg
Main emotion:
Pure enjoyment

11.  The main theme of the Nike campaign is motivation. It centres
around a person running in difficult conditions and in various
places.
 The narration is done by Edward Norton and the music used was
created by “A-Bomb”, an up and coming big name in the music
production business for TV advertising.
 Overall, its slightly different from the other two campaigns as it
does not have the timeline motive. It certainly goes to reference
the cool history of Nike though. Just DID it

12.  Nike’s birth as a brand is defined by coolness. It had to compete with established sports
companies such as Adidas, Reebok, New Balance, etc. The Addicted Campaign is cooler
than any other because it shows a struggling personality trying to relieve himself from his
thoughts.
 The most conflicting characters are usually the ones that seem quiet, as the protagonist in
this ad. He is presenting someone who has deep feelings of love but in the same time fear
and disgust for the world. He perceives it in his unique way. Still reminding us of our
darkest selves.
 Airola’s Nike Campaign has the similar message to the Bacardi one, it calls for resilience.

13. The future run
With its strong motivational marketing, Nike Inc. announced a revenue target of $30
billion, by 2017. Even though Nike has been the most famous by its footwear, there are
many other areas that offer future growth. The problem of this campaign is that it is
mostly constructed for the American mentality. But, Nike is nowadays oriented towards
geographical expansion, especially with the China market, means adapting the
commercial to the China trends. That could be done by playing with innovation in order
to satisfy Chinas technological hunger. So this campaign with its dark motives can be
made closer to the Chinese youth.
 More personalized sportswear, which Nike has already launched for the shoes
 Innovation is the key element for Nike’s future, with products like Lunar, Shield Flash,
Nike’s smart watch
 Collaboration with an audio company for wireless speakers

14. So, what’s the point?
 The common point of the Bacardi campaign and the one for Pepsi is the timeline
of the generations before, encouraging the Millennials to enjoy and show the
beauty of their own generation.
 The connection between the Bacardi campaign and Nike is the need of resilience.
The most successful points of these campaigns express the way the generation Y
feels.
The generation Y is born in digital
comfort. It is perceived as the most
spoiled of all the generations. Yet
Millennials have difficulties like no
other generation before, often
disrespected by the elders. Y’s face a
wide amount of choices during their
lives. But these choices are
conditioned by economical
instabilities and psychological
pressure which they face continuously
in their environment.

15. Disconnect from your problems…at least for a while
Millennials are in a difficult situation. The problem is there is
not much to do about it. Some of them lead comfortable lives
and enjoy luxury, but most of them pay for the fun those few
ones have.
In an unfair situation there is nothing left but to fight through
life and hope for a better future.
The most important element from this fight is to learn to
endure it by “dancing in the rain”. Y’s have to learn to dance
through unacceptance, fear and doubt. Most importantly while
“dancing” they should not let their integrity and values ever
fade away.
https://www.youtube.com/watch?v=2mzEdK6Y1Og

16. The new groove“Come mothers and fathers
Throughout the land
And don’t criticize
What you can’t understand
Your sons and your daughters
Are beyond your command
Your old road is rapidly agin’
Please get out of the new one if you
can’t lend your hand
For the times they are a changin’”
-Bob Dylan, Times they are a
changin’
The importance to bring new hope to the
future. By music, by fun, by love and by
values that seem to fade away. Activities
such as sports and running should bring
the main inspiration to keep going
forward.
There is a need for a generation that
moves the world towards compassion and
sustainability (CSR), by saying no to
narcissism and loneliness.
Belief
is
the
new
black