Pepsi have recently launched a new TV campaign in China entitled, The Journey to Refresh.
The concept of the ad is loosely based on the novel Journey to the West (西游记 – Xī Yóu Jì) by ‘Wu Cheng’en’. It is one of the Four Great Classical Novels of Chinese literature.
For those unfamiliar with the book, it tells the story of a monk and his magical companions. Together they leave China to take a long and dangerous journey for India in order to collect the holy Buddhist scriptures. The tale was written roughly 500 years ago and you will struggle to find a Chinese citizen who has not heard of this famous title.
The advert itself features a band of young musicians driving through the desert in order to find the mysterious Cup of Victory. However, they soon find that this Cup is guarded by the ‘Spider Spirit’ and a fight quickly ensues. The ‘Master’ of the band quickly realises that the Queen is merely thirsty, so he passes her the Pepsi drink. Having tasted the drink, she in turn gives them the Cup of Victory with everyone now feeling refreshed and happy.
The making of the ad is shown below: