The BIGGEST ADVERTISING DISASTER in Super Bowl HISTORY | Pepsi: Super Bowl XXV

At Super Bowl XXV between the New York Giants and Buffalo Bills, Pepsi had a commercial planned for the Big Game featuring Ray Charles, a ton of giveaways, and an interactive element where viewers could call in a number to win prizes. The advertising campaign and the spot for the commercial cost a whopping $20 million. And the end result? It never even aired as intended. This is the story behind this disastrous ad campaign
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[@82dorrin]

8:50 "It depends" That's Legal Eagle's version of "Which is worse than if you did nothing but spike the ball into the ground on every single play." A fellow Legal Eagle viewer/man of high culture and intellect?

[@donaldpaluga]

Don't be ridiculous-Balki Van Gundy

[@F40PH-2CAT]

I fought in the cola wars. Charlie never asked what I drank at Pepsi Light or Coke Zero. I saw my best friends head explode at Royal Crown!

[@peacefrog0521]

We need a Ken Burns series on The Cola Wars…

[@kurtgreaser988]

Nice reference to "You Can't Do That on Television" when talking about Nickelodeons debacle a month later. lol. "Some of you laugh, others need an explanation." Dennis Leary

[@donaldpaluga]

DON'T ENCOURAGE HIM!

[@MillionaireWizard]

10:54 In the words of Krusty, "WHAT THE HELL WAS WHAT?!"

[@stephaniegormley9982]

They were trying to make martyrs of themselves. Check Ryen Burns comment below, and probably some others. I.E. "Look at us, we're willing to throw away millions because we care about the American people so much"

[@aegisofhonor]

Pepsi is petty well known for making major advertising blunders, it seems about every few years they have some sort of marketing ploy or ad campaign that blows up in their face, from the Jet for $100,000, to giving out a common number in a Philippines market ad that caused them to have to axe the whole contest and caused a ton of people to get angry about it (and caused them to permiantly lose major market share in the whole SE Asian region that they still have not recovered from), they seem to make these stupid mistakes more often the most other big name companies that advertise at a big level. This blunder about spending 20 million and not even showing it (which at that time, would have been an insane amount of money to waste as Super Bowl ads were not nearly as expensive at that time) is just another example of how their marketing department can screw up badly time and time again.

[@tygrkhat4087]

All I remember about Super Bowl XXV is the end. Another clue for Pepsi would have been an incident in 1968 - the Heidi Game. Calls to NBC in New York blew out their switchboard, thus, no one was able to get in touch with the proper people to keep the game on.

[@ajk]

1968 was a long time before 1991 though. Lot coulda changed by then as far as how call volumes were handled, in theory anyway. So not sure this particular argument is completely fair.

[@tygrkhat4087]

@@ajk The Heidi game incident was a more localized happening. But it does show that if thousands of calls can cause a problem, what can millions do? Also, between 1968 and 1990, Ma Bell had been broken up and there hadn't been much investment in landline telephone technology in those years.

[@raytaylor6412]

How about this for an NFL ad related video, when the National Automobile Dealers Association got free ad time on NFL games during the final week of the regular season? When second week of the 2001 season was postponed in the aftermaft of 9/11 to the end of the regular season and moving the post season back one week, putting the Super Bowl to the first Sunday in February (the first time the game was played that late in the season). However, NADA had booked their convention at the Superdome for that week. Eventually, the NFL and NADA agreed to swap dates, and as a part of the deal, NADA would air the ads on NFL games.

[@CTubeMan]

You linked to your video about the Talent Challenge that was part of the Super Bowl 23 pregame show. In response I mounted a defense for NBC staying with it because Pepsi was sponsoring it, and neither Pepsi nor NBC could have anticipated the events that unfolded less than a week before the game. I can’t do the same for Pepsi this time. One, they should have known about the issues with many people calling a number at the same time. Two, the Bills and Giants were playing great all year, so the fact they were meeting in the Super Bowl was not a complete surprise. Three, it was known for months we were heading for war with Iraq. So no, I can’t really mount a defense for Pepsi to drop $20 million on this ad campaign.

[@johnnysama]

The Super Bowl XXIII halftime show is worthy of a video here. As an aside, the 3D ad by Coke aired was meant for the Moonlighting season finale in the spring of 1988, but the writer's strike scuttled those plans.

[@kevinramsey417]

Rock n' Roller Cola Wars? I can't take it anymore! The Uh-Huh Girls were all kinds of all right though. "It would have been as if everyone in New York City decided to flush their toilets all at once." Whoa! Not spike the ball on every play? What is this sorcery, JG?

[@davidtaylor-it9pw]

The plumbing equivalent of spiking the ball on every play

[@JohnDoe-gk7ok]

Ray Charles was awesome. I still remember that ad. It was so memorable that it was even spoofed in the movie Rookie of the Year.

[@Musicradio77Network]

And on an episode of the “Cosby Show” where Olivia got a tool and sang the jingle to Cliff Huxtable.

[@NemesisDarkStar]

You got the wright one baby 🎵 Ah huh That was the 🪝 hook

[@ChrisRobbins1231]

The Eminem Chrysler ad was ELITE Massive W for including that. GOAT

[@mrmoose6619]

The Giants move to New Haven, CT and the Yale Bowl for two years was due to renovations at Yankee Stadium that took place during the 1973 and 1974 seasons. Then they moved to Shea Stadium for the 1975 season before moving to the Swamp (err.... Meadowlands) in East Rutherford, NJ for 1976. The Giants stunk during this time. (The Yankees played at Shea Stadium during 1974 and 1975 as well, for the record). New Haven was also a popular destination for Giants fans to watch blackout games from during the home game blackout era as it's not that far from NYC and has different TV media channels. New Haven and Hartford share the media market in most of Connecticut (save Fairfield County, which has NYC media). In 1991, there were likely many old Giants fans in New England as well , since the Giants were the closest team before the AFL. The Giants have usually been the pick for the NFC game of the week at least in Southern New England for many years due to the regional broadcasting. So we can add all those fans in as well.

[@marcus813]

I somehow keep forgetting that the Giants played at Shea Stadium for a year. I don't know how I didn't take the original Yankee Stadium's renovations into account. The '70s were a long, strange trip for the Giants.

[@big8dog887]

Ray Charles was an absolute musical genius. And probably would have been a better referee than most of the ones we have today.

[@donaldpaluga]

I saw THAT coming-Stevie Wonder

[@peacefrog0521]

I have a friend who became legally blind over a decade ago. He dressed as a referee for Halloween. True story. 😁✋🏽

[@Musicradio77Network]

Ray Charles was best known for his classics like “Hit The Road, Jack”, “I Got A Woman”, “What’d I Say”, “Georgia On My Mind”, “I Can’t Stop Loving You”, and many more during the 1960’s. And then, he was the spokesperson for Diet Pepsi with his catchy theme.

[@big8dog887]

@@Musicradio77Network And, for my money, did the best job of anyone on the "We Are the World" recording.

[@nasetvideos]

Wow. I don't remember this one from SB XXV. But this was an absolute disaster. Great job telling this story--And yes, the advertising campaign for the Super Bowl costs an absolute fortune, so you should definitely show the advertisement in its entirety :).... 20 million dollars and couldn't get it off the ground. Unreal. Awesome context and story-telling.

[@sparkypikachu7776]

Yeah, even if interupting the phone lines for Just a minute or so dosen't sound like a huge deal, it could very well be a big deal

[@Musicradio77Network]

One of the best moments in Super Bowl 25 was the rendition of the “Star Spangled Banner by Whitney Houston and it was amazing. After the game, she released it as a single and sold like hotcakes.

[@Marylandbrony]

Meanwhile in some alternate timeline: Some general: Dear lord hundreds of troops are dying because Saddam is launching chemical weapons at our troops in Iraq! Get me the Pentagon now! Switchboard operator: Sir we have literally a million people calling in about the Pepsi contest, can’t you wait a few minutes. And a year later Coke makes an ad suggesting Saddam Hussein loves Pepsi.

[@maverickhunter8755]

It ain't an Official JaguarGator video till we gotta 2:43

[@anthony0358]

Excellent video! I do not remember anything about this issue at the time. I also clearly remember the Cindy Crawford ad in 1992

[@maikotter9945]

The Super Bowl starts at 18:30 PM on sunday. In Germany this point in time is at 00:30 PM on monday!

[@ryenburns7054]

This was the first Super Bowl I remember watching. Cheers to Pepsi

[@CutterHistorical]

Pepsi dodged a bullet because the ad they did at SB25 was perfect Anyhow, do a video on the SB25 halftime show

[@RetroJR3379]

You Can't Do That on Television LOL

[@82dorrin]

The ad they went with wasn't terrible. Ray Charles was awesome.

[@Musicradio77Network]

I remember the Diet Pepsi ad with Ray Charles as the spokesperson. I saw this back in the early 1990’s and it was great. They even spoofed on a episode of the “Cosby Show” where Cliff Huxable told Olivia to get a tool and sang him over the Diet Pepsi jingle.

[@teen_laqueefa]

"you got the right one, baby" "Uh huh, uh huh" Fucking jamming

[@mst3kanita]

lol I was like “when is he gonna bring up the war? When is he gonna bring up the war?” And then you did. 😹

[@dapumpking7202]

This is just funny, keep up the great uploads!

[@craigusselman546]

Bet Coca-Cola thought it was hilarious.

[@chadwickwhite6107]

Well Pepsi AND the New York Giants have ALWAYS RANKED BELOW a 39.6 for me. So MAYBE the New York Giants should SPIKE a FULL Pepsi can into the ground on EVERY single OFFENSIVE play?!?!?!?

[@donaldpaluga]

That's funny right there-Bill Cosby

[@dustinsindledecker154]

Definitely a sexy ad Pepsi aired, the blue background with all the text scrolling was very entertaining.😆

[@kyle1910]

Pepsi: you got the wrong one baby! Uh huh!

[@millec60]

My grandma was one of the winners of the campaign that got a call from Ray Charles

[@imrustyokay]

13:45 That is a very underrated pun.

[@retrogamingcommentary4163]

My memory of this Pepsi Super Bowl ad campaign was that despite spending all that money on so many ad spots (it seemed like every commercial break had another Pepsi ad ending with that "Uh-huh" song), there wasn't a single ad for Coca-Cola. Finally the Coke ad came on, and it was just scrolling text on a black screen saying that instead of advertising this year, they were donating money to charity and gave a simple "support the troops" sentiment. My Dad laughed when he saw it and said that the Pepsi executives must be screaming after getting outmaneuvered so badly. I'm sure my memories are a bit foggy and I might not be thinking of the correct year; I just seem to remember it being the same year as that Ray Charles ad. I actually hadn't known about Pepsi's call-in being canceled too (though I do remember Nickelodeon's; it was the closest anybody on TV ever got me to actually calling one of those numbers, but my parents stopped me after seeing how much fine print showed up on the screen along with the number!)

[@bjorge1896]

For those that have stated that NBC aired SB 25, sorry, it was ABC that aired the game.

[@peacefrog0521]

I don’t recall jammed phone lines (or the specter of such a phenomenon) being such a concern for the FCC during Live Aid…

[@andyjay729]

I remember the "Uh-Huh" slogan. Never knew that was intended to be just the tip of the iceberg.

[@jsivco3sivco785]

No wonder Pepsi-Cola is so expensive! Anyway... They could've had different numbers for each TV market, shown by the local station, or had different numbers for each state, as would have been shown on the screen, rather than just one phone number!

[@danmount9462]

I recommend the Oddity Archive's two videos on 900 numbers

[@666Brago]

It was for the better that the halftime show from Super Bowl XXV wasn't shown live. I heard that show was absolutely terrible by itself.

[@TimEric4d3d3d3]

You can't do that on Television? I don't know...

[@CakeMonster82]

Bro this is one of Pepsi’s biggest ads if they would’ve allowed this to go through wow they would’ve definitely broke the phone service lol

[@donaldpaluga]

I didn't see THAT disaster coming-Ray Charles

[@patrickracer43]

6:47 yeah, I can see why the FCC felt some type of way about the five minutes of Pepsi ads, especially since New York State was going to be the state with most viewers and hypothetically the most people calling the number, which is why having a technological advancement like that Coinbase ad with the QR code is better than a phone number

[@c71score]

7:51 If you want a Pepsi pal, you're going to pay for it!

[@MartelLamar]

That's heavy, Doc!

[@c71score]

@@MartelLamar There's that word again, heavy. Is there something wrong with the weight of a bottle of Pepsi in the future?

[@MartelLamar]

@@c71score lol!

[@RetroJR3379]

I do remember Pepsi disclaimer ads but didn't know what was it about

[@TommyVinMI]

You got the right one baby. I had a Pepsi glass that said it

[@rj1982ii]

I'm glad they didn't reboot the Ray Charles ads for Diet Pepsi like they do some commercials. I don't think anyone could have done that better than him.

[@Musicradio77Network]

Aside from the disaster that Pepsi never ran a commercial, Super Bowl 25 was the highlight of the show. Whitney Houston’s rendition of the National Anthem was amazing, and after it was shown, Whitney Houston released the “Star Spangled Banner” as a single and sold as a hundred thousand copies, and it was also used in sports arenas, Fourth of July celebrations along with the fireworks, and on TV stations where they usually signed off at night. It was re-released in 2001 to promote the victims who lost on the tragic events on September 11th. And on the other hand, the Super Bowl Halftime Show was terrible, because it was Disney theme and it had New Kids on the Block on there as well as the Disney characters on there. I remember Super Bowl 25 when I saw it.

[@RichV20]

DID you see the SB 25 halftime show LIVE? Because it was preempted by ABC News with Peter Jennings giving Gulf War update.

[@Musicradio77Network]

@@RichV20 I saw it on TV back in 1991 when I was living in the projects and sat on a good old Zentih B&W TV.

[@dentonyoung4314]

What a huge mistake. But at least the ad they did run turned into a good slogan for them. (For the record, I'm allergic to caffeine, so my soda is either Sprite or 7-Up, depending on mood.)

[@RichV20]

They sell caffeine free Pepsi, which i drink.

[@donaldpaluga]

So you Made 7 Up Yours?

[@deansch6089]

At least we got a delayed halftime out of it so we didn't have to endure 30 minutes of garbage. That's a big silver lining.

[@SamFergusonNE]

Thanks!

[@pullt]

Lol, a Bronson Pinchot sighting.

[@spectrevampire]

I mean, Pepsi could've just changed it to a mail-in contest. It might've clogged up the post offices, but that's better than jamming up phone lines.

[@jackofallgamesTV]

Also had a disaster the same year. The Final chapter to a comedy mystery that's involved in a play along contest with diet Coke was going to have its final chapter revealed at the Super Bowl, instead had a similar plain talking ad as diet pepsi's plain speaking mea culpa, replacing the final chapter of the Leslie Nielsen comedy commercial in the style of, Police Squad, and just show the orange screen where you place your card up against it to reveal something about your game piece. The only difference between Coke and Pepsi in this case is Coke had the contest already running so they had to go out with a whimper just talking plain lawyeries and showing the screen where you get to look at your picture, Pepsi had the memorable commercial and save $3 million of the 11 million that was wants to be given a million each to three random people. Does anyone on KZbin have that Leslie Nielsen diet Coke campaign and the conclusion which was supposed to say in the Super Bowl but never did?

[@JStorm13]

Can you imagine how it would be now, with everyone having an average of two phone numbers

[@maikotter9945]

What were the odds to bet on a Rams - Bengals Super Bowl?

[@donaldpaluga]

THE DELOREAN IS NOT MEANT TO BE USED TO PLACE WAGERS!-Doc Emmitt Brown

[@osu4mul8r]

Bruh… your content is getting better and better. Unfortunately your audio is not. Get a shroud for you mic, invest in some wall coverings. I am not the only one who can hear the echo

[@nolan2606]

You should cover the Radio Shack ad from 2014

[@MartelLamar]

9:43 People also didn't miss out on much during the halftime show anyway. The Ray Charles ad in itself was better than the whole show, in my opinion.

[@BELCAN57]

The "Uh-Huh" campaign was pretty good anyway.

[@deadmansgulf911]

Least the ad with Ray Charles was memorable

[@connorakers668]

U thought of doing a Video about the 3D super Bowl ads that aired during Super Bowl 43 in 2009

[@denisceballos9745]

That Ray Charles Pepsi commercial with the backup singers ended up being very successful. Cool ad. But I was a Coke Classic diehard in those days. Darn good Super Bowl too.

[@JohnSmith-zw8vp]

I take it this is the reason why Star Search did not have the TV audience vote for their favorite contestants like American Idol did?

[@harryasmith527]

This video really made me want to drink a Pepsi. Pepsi > Coke btw

[@PaBa1984]

Oh man, you kids just don’t know what it was like to live through the Cola Wars. We lost…well, no one. But apparently we almost did. RC 4 Life! Oh yeah, my dad worked in commodities marketing and went to a lot of international food industry trade shows. He actually met the backup singers from that Ray Charles ad. I have an autographed picture somewhere.

[@RichV20]

RC Cola was the Italy of the Cola Wars

[@Rockhound6165]

To quote Billy Joel, "Rock and rolla, cola wars, I can't take it anymore!"

[@donaldpaluga]

@@Rockhound6165 I didn't start the fire-Bill Parcells

[@Stationjoke]

TOM BRADY RETIRED

[@jayjayjayjjj]

10:24 creeps me out for some reason

[@craigusselman546]

Hey Pepsi wheres my 2 litre been waiting since 1991.

[@user-gc3qj7md8c]

Interesting stuff

[@bucksdiaryfan]

I think the Burger King "Where's Herb?" campaign where "Herb's" identity was revealed during a halftime commercial after months of hype and was meant with a gigantic thudding sound when it finally happened was far more disastrous than Pepsi's abortive dial-in idea

[@peacefrog0521]

1:47 They didn’t get him to do Crystal Pepsi? 😄

[@donaldpaluga]

Not RIGHT NOW

[@dangeiger9796]

The bottom line is that they should have figured out the problem with it before spending $20 million

[@joehernandez9100]

Man, I really want a diet pepsi now

[@eyechartny]

You could say Pepsi's campaign was a bigger miss than Scott Norwood going "wide right".

[@donaldpaluga]

That's heavy-Marty McFly

[@ReverendBenzo]

Pepsi fucked up a lot in the '90s with their ads.

[@marlinmealer6506]

Stupid question as it doesn't pertain to this video I know, but you got any Tom Brady ones coming up after today's announcement??

[@luisreyes1963]

This was practically a South Park episode in terms of context. Also, partial blame went to Saddam Hussein. 😑

[@pardyhardly]

I'm not going to fault the great Ray Charles for doing that ad and taking the money, but I wish he didn't.

[@rKAL-EL]

How the f do you put out 1 video per day while in law school? Beast

[@Rockhound6165]

13:14 The hockey jerseys are eerily similar to the early Dallas Stars jerseys. The Stars were still the North Stars in 1991(they went to the finals that year) then moved to Dallas for the 1993-94 season and their jerseys looked like this with the difference being that the STARS went across the top of the star as opposed to down the left side of the star in this commercial. These jerseys even have the same shade of green.

[@brandonsmith7787]

They don't care if they lose money. Money isn't their top priority.

[@Zoomer30_]

What's a phone line?

[@DeeSargent]

So what you're saying is government bureaucracy sucks? 🤔

[@stephaniegormley9982]

Isn't that 5:11 Sue Ellen Mishki from 'Seinfeld?'

[@SuperNuclearUnicorn]

Damn, you're in law school? That's pretty cool. We don't hear much about your life in these videos so that was an interesting tidbit

[@TommyRibs]

Coca Cola came to town Pepsi Cola shot him down Dr. Pepper fixed him up Now he’s drinking 7up

[@Davepool-hs7vr]

Do a video on the Mountain Dew puppy monkey baby commercial

[@grogery1570]

In defense of Pepsi, in the '90's it was not really understood that there were limits to a computers speed. Some how the idea was that when a computer did some thing it happened instantaneously. Now everyone has a home computer, chip speeds and bloated operating systems are understood, but in the '90's they were misunderstood miracles that had limitless capacity so why not ask the system to handle a few million extra calls?

[@donaldpaluga]

Do I LOOK like a phone operator?-Cindy Crawford

[@Sacto1654]

Didn't a *LOT* of advertisers cancel their advertising campaigns for Super Bowl XXV because of the Gulf War then going on?

[@drewzuhosky6826]

Coca-Cola dropped its Crack the Code ads during that year's game, but the sweepstakes happened. Viewers were invited to hold their game pieces against the screen when a red title card appeared in the commercial.

[@briandonegan8480]

I don't call the most iconic Pepsi ad by a long shot a disaster Also Coca Cola sponsored part of the Halftime show in Association with the Walt Disney Company

[@Musicradio77Network]

And don’t forget Whitney Houston with her rendition of the “Star Spangled Banner”, one of her best performance at the time. After it was shown, Arista released the National Anthem as a single, and it sold a hundred thousand copies, and it did received airplay. It has been played in other events including the 4th of July celebrations including the fireworks. It was re-released in 2001 to promote the tragic loss from September 11th where hundreds of people were lost in a tragic event including New York City.

[@drewzuhosky6826]

_Saturday Night Live_ lampooned the decision by Diet Coke not to run the commercials for its Crack The Code campaign a few weeks after the Super Bowl when the show elected not to run a commercial parody for Execu-John: The Briefcase You Can Poop In, citing the war efforts in the Gulf.

[@jeffpearljam1976]

Typical PepsiCo

[@gluserty]

At 2:46, I remember that commercial, and I've always liked it (sort of an understated interactive TV deal, I can get behind that). I also recall Pepsi airing that notification scroll (I re-watched Super Bowl 25 A LOT back in the day; it was the first Super Bowl I watched from start to finish, and I still feel it was a great game, and the best one up to that point-he he, a point!-). As advertising goes, I'm too sensitive to do it for a living (too cutthroat for me; don't care if my feelings were hurt, because they always are anyway, but I wouldn't want to sandbag someone else), but I have an idea for a used car lot that can be used for real-life, TV or film: call the place "Used Bitches", as in "See the vehicle over there, it's a nice bitch. See that vehicle here? That's a good bitch. Spot that monster truck in the back? That's a meaaannn bitch...here at 'Used Bitches', you'll have no complaints about our bitches". Now if THAT commercial wasn't aired I could understand, but this Pepsi deal? What a waste of cheddar.

[@jeffpearljam1976]

Does nutrition-sweet still exist.

[@irafair3015]

I think it was called Nutra-sweet.

[@jerryjanik480]

New Kids on the Block spent more time on the field than the Buffalo Bills did in the second half God I hate god dammit I hated our defensive coordinator then God I love Leslie Frazier right now when I hear brother goddamn coordinator

[@williamgrant2463]

Maybe if our linebackers could tackle a 32 year old running back, the Bills would've won. Or if we get five yards closer for Norwood, who knows.

[@glennstarkey7087]

Uh huh tho was likely more memorable than the contest...relaunched the career of Ray Charles (overnight oldies radio had put his hits over the motown crew to cash in..."uh huh thats Ray charles!") Was a common intro The campaign lasted most of the 90s and thats with the alt revolt changing music in the US overnight in 92-93 Over time I think pepsi came out ahead And for those who think FCC was overreacting the Philippines called where a numbers drawing by pepsi gone wrong caused RIOTS and still makes pepsi name mud over there

[@stevenbauer4799]

bye bye pretty tom. Pay your respects NOW haters.

[@stevenbauer4799]

@@matthewdaley746yep. Very interesting. Von got him this playoff. brady owned peyton early then it switched around and peyton won their last gig in the '15 afc title game.

[@CommodoreFloopjack78]

Yeah, that whole debacle really was a complete dumpster fire. All that time, effort and ridiculous amount of money down the drain for some crappy diet soda. At least the Ray Charles ad was entertaining. Still a crappy diet soda, though.

[@joeylawn36111]

"crappy diet soda" = That's Redundant.... 😉😛🤣

[@CommodoreFloopjack78]

@@joeylawn36111 Yeah, fair enough.

[@shawnpopovich5375]

I actually can't stand coke..let's refraze that..I actually only like the ORIGINAL COKE...Which you don't see as much..but I always liked Pepsi better anyways..so I don't really need a commercial to like pepsi(but not diet 🤮)👍 but what I love is the bud light commercials..my favorite one is when a couple is having a candle light horse ride...and the horse farts and there a big flame and burns them🤣

[@DolFan316]

Welp, the Brian Flores hissyfit...excuse me, lawsuit is the beginning of the end of the NFL and all of pro sports. It doesn't even matter if he wins or not, it'll literally be all the media talks about for at least a year and make sports unwatchable. Who's going to want to watch the Super Bowl NOW? And no, the woke crowd won't because they hate sports.

[@donaldpaluga]

And MAGA won't watch it to #ownthelibs