The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Branded Entertainment

THE SHOW: California Love

Agency PepsiCo’s In-House Content Studio / New York City

Client Brand Pepsi

Category

Full Length Video / Single

Annual ID

OS23_BE060M

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

Head of Production

Steve Frechtman

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

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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