Pepsi is back in the Super Bowl spotlight with a playful new ad that revives the iconic Pepsi Challenge and pokes fun at a viral Coldplay couple moment.
The commercial, titled "The Choice," debuted online Thursday, Jan. 29, ahead of its 30-second airing during the Feb. 8 game.
The ad stars a polar bear, long associated with Coca-Cola, who blindfoldedly chooses Pepsi Zero Sugar over Coke Zero Sugar.
"It makes it entertaining. It makes it interesting. It sparks a conversation," PepsiCo Beverages chief marketing officer Mark Kirkham told USA TODAY, emphasizing the playful jab at the brand rivalry.
After the taste test, the bear goes on "a journey of self-discovery," visiting a therapist played by Academy Award–winning director Taika Waititi (JoJo Rabbit).
Queen's hit "I Want to Break Free" sets the scene for a meet-cute with a fellow Pepsi-loving bear, culminating in a concert sequence where the two appear "Coldplayed" on a Jumbotron, drinks in hand.
Pepsi's revival of the Pepsi Challenge marks the 50th anniversary of the campaign, which originally aimed to highlight taste differences between Pepsi and Coca-Cola. "It gives us the confidence to really reignite the conversation around taste," Kirkham said.
Pepsi has released their Super Bowl ad that restarts the soda wars by stealing Coca Cola’s iconic polar bear mascot. pic.twitter.com/C0qb0YgJsq
— DiscussingFilm (@DiscussingFilm) January 29, 2026
Pepsi Aims for Cultural Moment
The commercial blends live-action and CGI, showcasing Waititi's signature humor.
"I love a good challenge, so I jumped at the chance to take part in what many consider the biggest pop culture competition outside of Streaming vs. Theatrical," Waititi said, referencing his work on previous PepsiCo campaigns, including Lay's "The Little Farmer" and Mountain Dew Baja Blast.
Pepsi's ad also takes a cheeky nod at the real-life viral Coldplay couple—Andy Byron and Kristin Cabot—who were caught in a public scandal last summer.
According to TMZ, in contrast to the humans' awkward exposure, the bears embrace their Pepsi choice boldly, attending a concert together and living "their Pepsi life loud and proud."
Kirkham stressed that Pepsi aims to make more than just a commercial: "How do we actually turn it into a cultural moment and not just an advertising moment? I think Pepsi's history of doing that speaks for itself."
Alongside "The Choice," PepsiCo will air Super Bowl commercials for prebiotic soda Poppi and Lay's chips, with the brand's drinks featured prominently on sidelines and in celebratory moments.
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