Lonely Calory, Rocket

Agency Network: 
December 2008
Pepsi:  Lonely Calory, Rocket


Print advertisement created by BBDO, Germany for Pepsi, within the category: Non-Alcoholic Drinks.


One very very lonely calorie.
Pepsi Max

Advertising Agency: BBDO Düsseldorf GmbH, Germany
Creative Director: Toygar Bazarkaya
Art Director: Michael Plückhan
Copywriter: Kenny Blumenschein
Illustrator: Johan Potma
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Crisp One's picture

funny...logo treatment is flippin sweet

Crisp One
Activity Score 2005
Other at New York
corre's picture

and true, I dig the logo too. The font could be a little bit "bold"-er though, I didn't even notice the logo in the first ad.

Activity Score 196
krautland's picture

who's the illustrator?

Activity Score 3214
Art Director at erm... no calls please.
thiso's picture

One very very cool ad!

Activity Score 70
Guest commenter's picture

these are great. no way in hell pepsi would ever buy this campaign in the U.S. (sadly)
i love the can treatment.

Guest commenter
dshott's picture

I like the illustration and the colours, wrist cutting a bit extreme, it wouldn't get through in england either

Activity Score 475
Kinneir Dufort - Industrial Designer |


SeanMartin's picture

So are we to assume that this is *really* the work of BBDO?

Just asking.


Here, let me save everyone the trouble of asking. "Do you even work in advertising?"

bauer's picture

Yeah, this is really the work of BBDO. This campaign is kind of buzzy in Brazil right now for showing suicide tecniques.

Activity Score 126
salamandos's picture

Not my can of pepsi.

Activity Score 1947
Art Director
Guest commenter's picture

really liked the concept, disliked the execution. think minimalistic.
if you're going to say "one", "lonely", "solitare", etcetera, then to crowd the frame with colour and more happenings than a M.A.D. panel strip seems counterproductive.

Guest commenter
Marv1's picture

The illustration looks very similar to Zozoville:

Guest's picture

woul like to be the father of this baby

realy cool.

desailly's picture

Like them a lot. I think it's fair to say that the team have had a good look through the book of Bunny Suicides.

Activity Score 470
mondo's picture

great execution! great packshot treatment!

Activity Score 142
CK TheJunction's picture

a little morbid but the illustration is great.

CK TheJunction
Floro's picture

fantastico publicidad!!!! muy bien!!!!

Activity Score 63
izmild's picture

I like the illustration...

Activity Score 770
Associate creative director |


Guest commenter's picture

Great illustration BUT very old idea!!!!!

Guest commenter
bhavdeep's picture

nice art direction..

Activity Score 284
Photographer at student
corre's picture

I prefer the other ones because they focus on one way of suicide rather than a bunch like they do in this one. Makes me feel less focused.

Activity Score 196
Guest commenter's picture

illustrations are done by johan potma

Guest commenter
GedStankus's picture

It is my understanding that the purpose of advertising is to sell something – a thought, a cause, a charity, an event, a product – in other words, to get people to part with their money or their time, which some say is money anyway. These ads have prompted me, as well as a good number of others, to spend time to comment on them. So in that respect, they’re successful.

But let’s step back a moment and look at the current global environment in which these ads are appearing.

World economy in turmoil. Global job loses and threat of a depression, with no foreseeable turnaround for the next 18 months or more. The holiday season and the inevitable spike in depression that accompanies it, fast approaching.

Maybe it’s not the best time to be selling a can of pop by promoting suicide as an alternative to loneliness and isolation.

Just a thought.

Activity Score 2
Guest commenter's picture

I have had with people always trying to dig deeper into an ad and find some "hidden meaning"!!!! This ad does not promote suicide or violence, it has nothing to do with the current economic crisis, and has nothing to do with "any attention is good attention". It's a freaking ad for Pepsi max people, if anything it's promoting killing calories which is a good thing! Back in the day when I went to ad school we were told 95% of advertising is bad. The reason for this is because people are too scared to do creative ads because people like you always find a negative in it. Wake up! if you look for a negative in any ad you will find it!!!

I just think it's so sad how so many people try to make ads to be so much more than they are. We are not in the business of changing the world, we're in the business of making ads.

This site is quite frustrating in terms of 45% of the people on here always say "this is a copy of ____ ad", the other 45% of people will trash ads for no other reason than "I don't get it so it must suck" and maybe 10% actually will give good feedback.

That's it!!! I've had enough, I'm going to the account side =)

Guest commenter
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