Pepsi Enable Silent Joke in Bob’s House
Pepsi is launching a silent TV ad during this year’s Super Bowl game: Bob’s House. The 60 seconds of silence plays out a classic joke in deaf circles in the United States, in which two guys try to find the home of their friend Bob so they can watch the game together. It’s dark in the street and they can’t remember which number Bob lives at. The problem is solved by honking on the horn. Bob, their deaf friend, can not hear the horn and so is the only one in the street not to turn his lights on in response.
The two guys in the car are played by deaf PepsiCo employees Brian Dowling (Frito-Lay in Arizona) and Darren Therriault (PepsiCo in Chicago), both members of EnAble, an employee network whose mission is to promote a more inclusive environment for people with disabilities.
Bob is played by Clay Broussard, another PepsiCo employee who, while not deaf himself, got involved in the deaf community through his church in Dallas where the services are signed in American Sign Language (ASL). Broussard, a supply and logistics manager, proposed the idea for the ad after working on the concept for eighteen months with fellow members of EnAble.
Bob’s House was given some free creative finesse by advertising agency BBDO, New York. Filming was directed by Baker Smith, via Harvest Films. Placement of the ad in the slot before the Super Bowl was organised pro bono by OMD.
“The outpouring of support for this ad, both internally and externally, has been overwhelming,” said Broussard. “This is one way we can give back through what we call Performance with Purpose. It’s part of a larger effort to make PepsiCo the defining corporation of the 21st century. By bringing the world an ad performed by deaf employees in ASL, we feel like we’ve already scored the upset on Super Bowl Sunday.”
Behind the Scenes
Click on the image below to play the video.
PepsiCo consulted with the National Association of the Deaf (NAD) to ensure the message was on target. “The NAD applauds PepsiCo for its strong commitment to diversity and creation of this exciting ad in ASL with its employees. This ground-breaking ad will heighten cultural awareness by millions of viewers during Super Bowl Sunday,” said Bobbie Beth Scoggins , president of the NAD.
Bob’s House and a “making of” the video are both online at www.pepsi.com/bobshouse. In addition to running the ad, PepsiCo is sponsoring the closed captioning of FOX’s entire Super Bowl broadcast.