Home > Announcement > Pepsi Cola will have a Sign Language Ad during the Super Bowl Game

Pepsi Cola will have a Sign Language Ad during the Super Bowl Game

January 26, 2008

Check this out!

Only deaf people will get this Super Bowl ad
Pepsi Co’s pre-game advertisement features a joke that originates from
the deaf community and will play out on screen over 60 seconds of total



I’ve pasted in the story here:

updated 11:29 a.m. MT, Thurs., Jan. 24, 2008

NEW YORK – Amid the wall-to-wall sound during next Sunday’s Super Bowl,

one commercial from PepsiCo could send some viewers grabbing for their
remotes to check whether they’d accidentally hit the mute button.

The pre-game advertisement features a joke that originates from the
community and will play out on screen over 60 seconds of total silence,

a veritable eternity when it comes to the noisiness of Super Bowl ads.

“It’s a popular story and we just turned it into an advertisement,”
Clay Broussard, a supply and logistics manager at PepsiCo who proposed
the idea for the ad. “This is the PepsiCo flavor of that joke.”

The joke goes like this: Two guys are driving to their friend Bob’s
house to watch the Super Bowl. Once they get to Bob’s street, neither
knows which house is his. They sit in the car, arguing, until one of
them has an idea. He starts laying on the horn, and one by one, the
houses light up and dogs start barking.

One house stays dark and quiet: It’s Bob’s.

Deaf people will be falling out of their chairs in disbelief, National
Association of the Deaf president Bobbie Beth Scoggins wrote in an
e-mail response to questions. Hearing people, Scoggins wrote, will stop

what they’re doing to see why there are no sounds. She believes it’s an

historic first for an ad featuring American Sign Language to get such
prominent play.

“I was glad to see this part of deaf culture awareness shared in a most

clever way,” Scoggins, who is deaf, wrote by e-mail as she was

Broussard, who plays Bob in the commercial, has worked for PepsiCo in Dallas for 27 years. He got involved in the deaf community through a
church he and his wife attended, where the services were conducted
entirely in sign language. Broussard is not deaf.

The two actors who play Bob’s friends – Brian Dowling and Darren
Therriault – are also PepsiCo employees, and are deaf. Dowling works
for Frito-Lay  in Arizona, and Therriault works for PepsiCo in Chicago.

Broussard worked on the ad concept on his own time. He said, “This was
all extra credit.”

It was 18 months before he showed it to senior managers, who decided
they wanted it for the Super Bowl.

The ad was directed by Baker Smith, with creative help from BBDO-NY. A PepsiCo spokeswoman declined to say how much the ad cost.

Categories: Announcement
  1. Richard Roehm
    January 26, 2008 at 2:27 pm

    The joke is very poor taste if you want use something to make the deaf community look coexistable with hearing neighbors.

    We use two way pagers and personal communicators to find out which house is the deafie’s. Why send a backward message with the car horn? Lets use the sidekicks and 2way pagers.

    The car horn is not exactly something your neighbors want your deaf friend’s to be using to find your home.

  2. January 27, 2008 at 9:51 am

    I’m going to go out on a limb and say this commercial will be hilarious.

  3. January 27, 2008 at 10:01 am

    While I found the ad funny, I didn’t like the way Pepsi’s marketing people took to the deaf blogosphere and used it for free publicity. I blogged about it HearingExchange

  4. January 27, 2008 at 12:42 pm

    Richard Roehm

    Hey, you don’t know much about deaf joke for more than 40 years.It has been carried and message is same joke for long time by deaf person from Texas. You need to carefully and Lilly laughed so hard when I show her who is hearing daughter of mine. She think It is hilarlous! But you are hard of hearing you don’t get it!
    I explained to Lilly about old deaf joke for carried more than 40years. she is 18 yr old and never heard of that. she understand better. What is pager.. I know it is good idea for yourself.

  5. Alice Mary
    January 27, 2008 at 1:45 pm

    I have been a Pepsi addict since my youth…and I appreciate PepseCo for doing this cute and hilarious commercial that will be shown when millions of people will be watching the game
    …Thank you, Pepsi for your thoughtfulness of us, the deaf, whose lives are different but just as good as those who can hear.

  6. MR. X
    January 27, 2008 at 6:31 pm

    Richard Roehm need a life !!! it prove that you are one narrow minded !! no sense of humor that we do sometime enjoy it !!!

  7. Another thought
    January 28, 2008 at 10:41 am

    My understanding Pepsi Cola is sponsoring Closed Captioning so we the Deafies can enjoy watching the Superbowl … This is why they went ahead with this wonderful ole time joke … Let us enjoy and appreciate Pepsi … who else wwould spend millions for captioning the Superbowl … Got Pepsi??

  8. Jolene
    February 2, 2008 at 1:45 pm

    I am hearing and both of my parents are deaf. I think its funny so does my parents. I think its great that they’re have ads out there for the deaf. Its a joke, it is not meant to descrimite against deaf people. I think both hearing and deaf people will find this funny. I certainly do.

  9. Anonymous
    February 5, 2008 at 7:49 pm

    I couldnt wait to see this during the superbowl…. But i never saw it! Did it really air????

  10. February 5, 2008 at 11:26 pm

    I was told that it was aired at 4:09 pm EST. That was 2 1/2 hours before the kickoff.

  1. January 26, 2008 at 1:44 pm
  2. January 28, 2008 at 8:27 am
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