The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
About the Work
During brand Pepsi’s 10th and final year as title sponsor for the Pepsi Super Bowl Halftime Show, hip hop took center stage for the first time in the show’s history. To extend brand equity beyond the 12-minute performance while celebrating the diverse talent both in front of and behind the camera, we produced THE SHOW: California Love, Behind the Scenes of the Pepsi Super Bowl Halftime Show.
The 90-minute documentary premiered on December 23, 2022 on SHOWTIME, giving audiences a closer look into the creative journey behind The Pepsi Super Bowl LVI Halftime Show featuring music legends Dr. Dre, Eminem, Snoop Dogg, Mary J. Blige, Kendrick Lamar and 50 Cent.
California Love gives viewers a unique look at the all-star team of creatives working tirelessly to pull together a performance for the ages - from musicians, choreographers, set designers and more. The journey encompasses the first steps of creating a memorable moment in time, chronicling the impressive Emmy award-winning production that redefined the Halftime Show on the world’s biggest stage.
This documentary, directed by Emmy nominee Erik Parker, follows the first installment of The Show that shared an exclusive behind-the-scenes look at the 2021 Super Bowl Halftime Show featuring The Weeknd, and was a finalist at the Tribeca X Awards.
Pivoting from sponsor to producer, the release of this long-form original programming helped brand Pepsi further establish itself as a credible producer of branded entertainment.
2023 Awards
Total Points: 3
Merit
Credits
Internal / In-House Agency
PepsiCo’s In-House Content Studio / New York City
Production Company
Boardwalk Pictures
Director
Erik Parker
Executive Producer
Caitlin McGinty
Brand manager
Caitlin Winsor
Karissa Downer
Brand Partner
Mia Burbidge
CMO, Pepsi
Todd Kaplan
co-producer
McKenzie Clemans
Development Executive
Robert Kandle
Director, Communications
Alix Exstrom
Founder/Principal
Claudia Cahill
Head of Brand Partnership
Amy Wong
Head of Original Programming
Allison Polly
Head Of Production
Steve Frechtman
Managing Director, Head of Content
Treva Thimm
Marketing director
Rich Funaoka
Marketing Senior Manager
Lane Borgida
President
Andrew Fried
Senior Director, Brand Communications
Kristen Mueller
Senior Director, Media
Katie Haniffy
SVP of Marketing - Media, Sports & Entertainment
Adam Harter
VP, Content & Production
Lou Arbetter
VP, Marketing
J.p. Bittencourt
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