TV still
Cindy Crawford
Pepsi · 1992
- Agency
- BBDO
- Campaign
- Cindy Crawford
Analysis
Two boys watch from behind a fence in Pepsi's Cindy Crawford commercial. The scene prepares a joke about what attracts their attention.
MisdirectionReaction shot
Why it worked
The fence frames the boys as spectators. Their absorbed expressions set up an expectation that the product can later overturn.
Lesson
Use a reaction to create an expectation before you reveal its cause.