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Pepsi “Ray Charles” 1990

Pepsi “Ray Charles” (1990) is a Pepsi commercial for BBDO. It won one award: Cannes Lions 1990 Film Gold.

Ray Charles and his backup singers perform a lively song about the irresistible taste of Diet Pepsi, culminating in a celebratory dance party.

Video: Pepsi on YouTube

Shot by shot

  1. A close-up shot of a soda can being opened, with condensation and fizz visible on the metallic surface against a blue background.© Pepsi0:00
  2. Ray Charles, silhouetted, plays piano in a smoky room, while a woman's silhouette dances in the foreground, creating a mysterious and artistic scene.© Pepsi0:03
  3. A man in silhouette watches three women in dresses dancing in a club with palm trees and blue lighting.© Pepsi0:09
  4. Ray Charles, wearing sunglasses and a tuxedo, plays piano while three women in black dresses dance and a band plays behind them on a stage.© Pepsi0:13
  5. Ray Charles, an older Black man in a tuxedo and sunglasses, sings and smiles while playing the piano in a dark interior.© Pepsi0:16
  6. Three women with short dark hair and black dresses sing and sway, with a brass band in the background.© Pepsi0:22
  7. Three women with short dark hair and black tops are dancing and singing along to music in a lively interior setting.© Pepsi0:25
  8. Ray Charles, a Black man in a tuxedo and sunglasses, laughs as a small doll hand appears to scratch his head.© Pepsi0:28
  9. Ray Charles, wearing a tuxedo and sunglasses, plays the piano on stage while three women in black dresses dance around him, with a crowd of people in the background.© Pepsi0:32
  10. Three women with short dark hair and black tops sing and dance together in a lively interior setting.© Pepsi0:35
  11. Ray Charles, a Black man in a suit and hat, plays piano on stage surrounded by dancing women in black dresses.© Pepsi0:38
  12. A close-up shot of a glass of Pepsi, showing the carbonated bubbles and foam, with the hashtag #PEPSI125 visible.© Pepsi0:45

Stills © Pepsi. Made by BBDO.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Ray Charles and backup singers sing about Diet Pepsi's irresistible taste.

Tagline: “You got the right one, baby. Uh-huh!”

celebrity endorsementmusical performanceenergetic danceproduct as a rewardcall and responseglamorous setting

The cut

Length
56 s
Shots
47
Average shot
1.2 s

What creatives use Pepsi “Ray Charles” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Pepsi “Ray Charles”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A close-up shot of a soda can being opened, with condensation and fizz visible on the metallic surface against a blue background.© PepsiRay Charles, silhouetted, plays piano in a smoky room, while a woman's silhouette dances in the foreground, creating a mysterious and artistic scene.© PepsiA man in silhouette watches three women in dresses dancing in a club with palm trees and blue lighting.© PepsiRay Charles, wearing sunglasses and a tuxedo, plays piano while three women in black dresses dance and a band plays behind them on a stage.© Pepsi
    Frames from Pepsi “Ray Charles”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Pepsi “Ray Charles” in order, with its length, framing and what happens in it.

    A close-up shot of a soda can being opened, with condensation and fizz visible on the metallic surface against a blue background.© PepsiRay Charles, silhouetted, plays piano in a smoky room, while a woman's silhouette dances in the foreground, creating a mysterious and artistic scene.© PepsiA man in silhouette watches three women in dresses dancing in a club with palm trees and blue lighting.© PepsiRay Charles, wearing sunglasses and a tuxedo, plays piano while three women in black dresses dance and a band plays behind them on a stage.© PepsiRay Charles, an older Black man in a tuxedo and sunglasses, sings and smiles while playing the piano in a dark interior.© PepsiThree women with short dark hair and black dresses sing and sway, with a brass band in the background.© Pepsi
    Length: 56 s · Shots: 47 · Average shot: 1.2 s

  3. 03Ad ideas: every spot built on a celebrity endorsement

    Before you present an idea, you need to know who has done it, and how.

    Pepsi “Ray Charles” is built on a celebrity endorsement. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© NovartisUber Eats “A Century of Cravings”© Uber EatsUber Eats + Special US “Football is for Food”© Uber Eats + Special USCadbury Celebrations “My SRK Ad”© Cadbury Celebrations
    Novartis · Uber Eats · Uber Eats + Special US · Cadbury Celebrations

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  • Mars "Fantasy Night" (2018) commercial still© MarsMars “Fantasy Night” 2018Dir. David Shane · BBDOLondon International Awards Gold 2018

Award-winning drinks commercials

  • Sitges - International Fantastic Film Festival of Catalonia "Chess" (2024) commercial still© Sitges - International Fantastic Film Festival of CataloniaSitges - International Fantastic Film Festival of Catalonia “Chess” 2024Dir. Marc OrtizEurobest Grand Prix 2024
  • Pocari Sweat "Find Your Own Way" (2022) commercial still© Pocari SweatPocari Sweat “Find Your Own Way” 2022Dir. Ken Nakano · Dentsu Inc.AdFest Grand Prix 2022
  • Gatorade "Replay" (2010) commercial still© GatoradeGatorade “Replay” 2010Dir. Kris Belman · TBWA\Chiat\DayANDY Awards 2010
  • Coca-Cola "Coca-Cola TV campaign" (2009) commercial still© Coca-ColaCoca-Cola “Coca-Cola TV campaign” 2009Fortune PromosevenDubai Lynx Grand Prix 2009
  • Dairy Milk "Gorilla" (2008) commercial still© Dairy MilkDairy Milk “Gorilla” 2008Dir. Juan Cabral · FallonD&AD Black Pencil 2008
  • Evian "Waterboy" (2004) commercial still© EvianEvian “Waterboy” 2004Dir. soandsau · BETC Euro RSCGEurobest Grand Prix 2004

Questions

Which agency made Pepsi “Ray Charles”?

BBDO created it for Pepsi (1990).

What awards did Pepsi “Ray Charles” win?

1 awards, including Cannes Lions 1990 Film Gold.

What is the tagline of Pepsi “Ray Charles”?

“You got the right one, baby. Uh-huh!”

Sources for the credits and awards

web.archive.org