Pepsi Takes a Brazilian Team to the Sahara for Its Latest Commercial
Written by Débora Rubin
Friday, 18 January 2008
A thirsty nomad wanders through the Sahara Desert when he sees a Pepsi vending machine. So far, the plot sounds familiar. As he approaches the machine, though, the nomad realizes that it is turned off. The desert loner picks up the machine and places it on the back of his camel, which is as thirsty as the owner, and moves on seeking a plug.
When he finally finds one to plug the power line into, he learns that he needs a coin in order to get his hard-earned Pepsi can. The new advertisement for the soft drink, which debuted on Brazilian TV on January 15 was shot in the Sahara Desert, in Morocco, by a Brazilian team and featuring Arab actors.
The campaign was created by agency AlmapBBDO and produced by company Margarida Flores e Filmes. Before the film's debut, Pepsi announced the new advertising piece in newspapers and on the radio.
Furthermore, the film and its making-of were available on the Internet even before it aired on TV. The new campaign, whose slogan is "Hot? Have a Pepsi", will also have versions for magazines, Internet, points of sale, etc. The nomad and his Pepsi should remain on air until mid-March.
Whereas the actors are from Morocco, the two camels featured in the film were imported from Mauritania. In order to shoot in the Arab country, director Pedro Becker and his team stayed in the desert for 16 days. The film was shot in early December.
Pre-production took ten days and shooting took four. In spite of the blazing sun shown on the advertising piece, the team was faced with temperatures ranging from 15 degrees Celsius (59 Fahrenheit) to -5 degrees Celsius (23 Fahrenheit). In addition to Arabs and Brazilians, Italian and Spanish professionals were present as well.
The PepsiCo beverage division has been present in Brazil since 1953. In 1997, the United States-based company signed a franchise agreement with Ambev, which manufactures and sells Pepsi products in Brazil, including Pepsi Twist and H2OH. The agreement with Ambev is valid for 20 years. PepsiCo is the world's fifth largest company in the beverage and food sector.
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A thirsty nomad wanders through the Sahara Desert when he sees a Pepsi vending machine. So far, the plot sounds familiar. As he approaches the machine, though, the nomad realizes that it is turned off. The desert loner picks up the machine and places it on the back of his camel, which is as thirsty as the owner, and moves on seeking a plug.
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Brazil received a huge boost in its international image with its selection as the host of the 2016 Olympics, but it was really just the cherry on top of the overall recognition of the country's ascension to the ranks of one of the world's most important countries. Now, as it finally takes its place on the world scene, there has been a great deal of concern about what kind of image Brazil hopes to project, now that the world is really paying attention. 
The only good thing to say about the visit to Brazil of Iran's president, Mahmoud Ahmadinejad, on Monday November 23, is that it was mercifully short and lasted less than 24 hours. Ahmadinejad had his picture taken being hugged by president Luiz Inácio Lula da Silva who gave him a warm welcome and said Iran had every right to develop nuclear energy for peaceful purposes. 
The small, coastal town of Condé is located just a twenty minute's drive from João Pessoa, the capital of Paraíba. The Northeast of Brazil has historically been a place of encounter and mixing between peoples. For millenia groups of indigenous people fished, farmed, migrated and sometimes fought along this large, fertile area. 
The Brazilian diplo-MÁ-cia (bad diplomacy) carries on its accelerated course towards the non-acknowledgment of human rights, although sometimes it takes pleasure in saying that it does precisely the opposite. The visit of Iran's president, Mahmoud Ahmadinejad, is another example of a diplomatic omission that verges on hypocrisy. 
On July 4, 2006, representatives of Argentina, Brazil, Paraguay and Uruguay met in Caracas to sign the protocol for the entrance of Venezuela into the Southern Common Market (Mercosur). After two and a half years, the protocol was approved by the legislative bodies of Argentina and Uruguay, and as of now it may be only days away from being ratified by the continent's economic megalith, Brazil. 
Some sectors of the fight against AIDS have suggested that Thabo Mbeki, the former president of South Africa, committed genocide through his absence from the fight against the illness in his country throughout his two terms. 
One hundred and eleven years after Brazil abolished slavery, the number of workers deprived of their freedom is still huge. They raise cattle, produce charcoal, sugar cane or timber. Some of them, most undocumented Bolivians, work in basements of small apparel factories in São Paulo and other metropolis. 
On November 7, 2009 a few friends and I had an opportunity to take a look inside a Brazilian jail outside the city of Rio de Janeiro. We were able to take some amateur footage of our experience on video (see link below). It's no surprise, of course, that the typical Brazilian jail lacks some of the functionality of those in North America or Europe, but our experience that day was quite shocking. 
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no cammls with SAG cards in brasil
no arabs in brasil
why is this note in the header