Our very own Peter Murphy, creative director at Hunterlodge shares his thoughts with Shots Magazine.


After the backlash against Pepsi's now withdrawn spot, Shots Magazine asked a number of creatives and clients what went wrong.

According to Pete "It’s easy to sneer when a big corporation gets something so wrong but how did it happen? Let’s look at the ingredients; a social media celebrity, a very current and potentially dangerous scenario, a moment of kindness and humanity amongst the angry confrontation and finally a happy ending instead of tear gas and a baton charge. It made me think that this could be the kind of ad conceived by an AI creative; interesting ingredients but a complete lack of the self-awareness that should have had them writing more scripts instead of going into pre-production on this one."

Click here to read the full article from Shots Magazine.

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