Pepsi Max: 0 Sugar, tasteless ad

Sitting in one of Damascus’s infamous Microbuses (locally known as Servees), A Pepsi Max ad plays on the radio. It goes like this:

Buyer: Give me Pepsi Max.
Shopkeeper: It has no sugar.
B: I know, but it has all the taste.
SP (in dullest most stupid voice imaginable): but it has no sugar.
B: I know! but it has all the tase, why would I want sugar? GIVE ME PEPSI MAX I TELL YOU!

I don’t know what the guys who created this astounding ad were thinking, but what I inferred from the ad was that those who sell Pepsi Max just don’t get it, and those who buy it are douche bags. Excellent selling point.

That said, the Syrian Advertisement industry is largely a national embarrassment. The examples are just too many. but to be fair, every once in a while an advertising agency does come up with ideas that are pure genius, fun, and original. Yet the trend is largely finding a great song or piece of classical music and butcher it by turning it to a bubble gum song or a floor cleaner brand. Ask any Syrian whether they know the Lavicera musical piece, you will be surprised.

Anyways, you would expect an multinational mega-corp like Pepsi with a huge advertisement budget to actually come up with ads that don’t suck. I guess Syrian advertising is still a guaranteed way for a company to shoot themselves in the foot.




  1. uramium says:

    Vangelis’s Conquest of paradise is nothing more than a wedding theme, Yanni’s Deliverance also is the most humiliated music on Syria by ads.

    the stupid advertisements (especially made for kids products) suites the teenagers’ way of thinking these days, I see some of them interacting with those ads more than the foreign produced and imported ones.

    Manufacturers, Distributors and resellers don’t believe in Syrian Advertisement media so they aren’t interested in paying much money for an advertisement, on the other hand, they need at least something to show their products up, and here comes the role of people like M.Khair and Baheej Raed and Yousef Rizq ..etc

    As A Building and Decoration materials manufacturer, my boss thought about TV Ad in past Ramadan, so his marketing manager brought One of the musketeers mentioned up, as they are near to the Ad budget that our boss is ready and agree to
    spend on.
    The first Idea about the commercial came up by the director: A class and a Teachers asks her students:
    – “What is the Biggest company in Syria specialized in Building and Decorating Material, Its name starts with (ish)”
    so the kids start to think until one of them jumps from his seat and say “ishbilia”, then all the class start to sing a song and dance about how great and beautiful our company is (The Director was dancing in the meeting room,showing the boss how the dance will be).

    guess what happened next

    • Sasa says:

      You know what annoys me. Sponsorship of certain radio shows by certain products. So you have the presenter saying Nokia 5800 Express Music every TWO seconds. Ok, ok, we get it. Now just present your show and stop prostituting yourself for some dumb telephone.

      Although I guess it worked…I can still remember the name of the phone!

  2. Fantasia says:

    I PVR all TV these days – have not watched anythign “live” in over a year. With the ability to Fast Forward with a single touch through the commercials – can’t help wonder … what is the future of this “art form” anyway?
    And it can be art – there is a ad festival here every year and some of them are brilliant!
    But for that to occur you need an open mind, receptive public and the ability to do it without fear of reprisal.
    Non?

  3. Fantasia says:

    I PVR all TV these days – have not watched anythign “live” in over a year. With the ability to Fast Forward with a single touch through the commercials – can't help wonder … what is the future of this “art form” anyway?
    And it can be art – there is a ad festival here every year and some of them are brilliant!
    But for that to occur you need an open mind, receptive public and the ability to do it without fear of reprisal.
    Non?

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