Pepsi has just released an extremely unique new commercial that will air during the Super Bowl. Don’t adjust your headphones, there is no sound during the entire 60-second commercial. None. The ad is titled “Bob’s House.”
In addition to utilizing deaf actors, the ad attempts to show what it’s like for a hearing person to operate in a deaf world, much as the deaf need to operate in a hearing world. The title of the commercial, “Bob’s House” is based off a joke in deaf culture. Pepsi has also released a 2-minute video, “Bob’s House – - Behind the Scenes of a Super Bowl Ad” that shows how the ad was thought up, created and produced.
I’m impressed by Pepsi’s innovative thought process and risk-taking. Their willingness to produce this ad has to be considered a bit of a risk considering the cost of purchasing a Super Bowl timeslot. Who knows how the majority of viewers will respond to a sudden 60-second break in all sound during the middle of the Super Bowl? While the risk is that people will look away when they aren’t hearing sound, I predict the opposite will happen: the lack of noise coming from the television will cause the average viewer to watch the commercial even closer than they normally would.
Additionally, how often are ads really written for, or targeting deaf consumers? I would guess rarely, if at all. Pepsi definitely deserves praise for making an appeal to consumers in the deaf community and producing for them the type of ad they are not used to seeing.
Full disclosure: the company I work for is promoting this ad for Pepsi, although I personally have no involvement with, or connection to, this campaign or client.
20 responses so far ↓
1 Juliana // Jan 24, 2008 at 6:17 pm
Hi Jon,
It’s Juliana from Washington Semester way back seven years ago! (Wow, we’re old!!) Anyway, I came across “So Good,” and I love parts of it even though I’m not as much of a foodie as you clearly are. I just participated in many of the would you rather polls and can’t wait to give them to my husband when he comes home to compare our results…Stay well and enjoy everything!
2 DCBlogs // Jan 24, 2008 at 6:23 pm
[...] Pepsi Unveils Super Bowl Ad – With No Sound [...]
3 DCBlogs » DC Blogs Noted // Jan 24, 2008 at 11:03 pm
[...] Pepsi Unveils Super Bowl Ad – With No Sound. A great commercial. So Good. [...]
4 Sorina // Jan 25, 2008 at 6:23 am
You have a very nice blog, good post…keep up the good job
5 Ruca Bangs // Jan 25, 2008 at 12:15 pm
Dear juliana, I don’t know you, but generally, if you are a woman and are married, Jon wants very little to do with you. Keep reading though. Mike Huckabee is a lunatic.
6 Some guy // Jan 25, 2008 at 5:24 pm
I don’t get the joke…
7 some girl // Jan 25, 2008 at 6:35 pm
how can you not get it? lol. the only people who wouldn’t turn their lights on at the sound of the honking horn would be the people who CAN’T HEAR IT. (omg, duh). I like the commercial, though. However, it’s not Pepsi who came up with the idea, so I kinda hate that they’re getting all the credit for it…
8 Katie // Jan 25, 2008 at 7:57 pm
I love this commercial! I am hearing, but I am learning ASL at Purdue with a Deaf instructor. I read some of the comments on the youtube site for this commercial and the comment above mine, and I don’t understand how people don’t get the joke!!!!!
9 shatraw // Jan 25, 2008 at 9:22 pm
because people are people, katie.
anyway, it’s pretty great. good work pepsi… and eick’s company!
10 feebleguy // Jan 25, 2008 at 9:44 pm
I don’t know. I can hear, but I don’t turn my lights on when I hear someone outside of MY house. My wife and I usually turn all the lights off and hide in the basement.
11 FARK.com: (3353645) Pepsi's new Super Bowl ad targets deaf viewers. Features deaf actors and no sound at all // Jan 25, 2008 at 11:36 pm
[...] (So Good) [...]
12 The Steve & DC Morning Show // Jan 28, 2008 at 12:37 am
[...] http://www.sogoodblog.com/2008/01/24/pepsi-unveils-super-bowl-ad-with-no-sound/ Comments: [reply to sdccrew's post] RE: NO SOUND SUPERBOWL AD…PEPSI!posted by sweetangelash (http://www.myspace.com/ivegottheson): Today 8:27 PM:o) love it![reply to sweetangelash's post] RE: NO SOUND SUPERBOWL AD…PEPSI!posted by belleandme (mailto:[email protected]): Today 9:48 PMWhat a wonderful idea, and great way to include the deaf community. And woo hooo–its for Pepsi!!!! On the retreats I go on, there is also a few deaf people who attend. I know a little sign language(took over 10 yrs ago in college)and can communicate a little..but I aways enjoy seeing the interpreter sign songs that we sing. In fact last month the song "Mary Did You Know" was signed without music or others singing along…it was so beautiful.[reply to belleandme's post] RE: NO SOUND SUPERBOWL AD…PEPSI!posted by Glassa (www.myspace.com/glassa): Today 10:10 PMThat is a great commercial! I just hope the underlying message isn’t lost on the hearing people. I hope it will encourage more people to learn ASL. It’s a remarkable language and you never know when you’ll need it.[reply to Glassa's post] RE: NO SOUND SUPERBOWL AD…PEPSI!posted by chattykathy (mailto: [email protected]): Today 10:21 PMGreat commercial.. for a great product, I might add.
[reply to chattykathy's post] RE: NO SOUND SUPERBOWL AD…PEPSI!posted by chattykathy (mailto: [email protected]): Today 10:24 PMGreat commercial.. for a great product, I might add. 
[reply to chattykathy's post] [reply to MAIN (sdccrew's) post] [...]
13 katie // Jan 29, 2008 at 10:24 pm
Completely agree with all points stated within the article about Pepsi taking a chance, the deaf community taking center stage, and more attention placed on commercial because of the utter silence of the ad. I can see how people ‘don’t get’ the joke. Why does the entire block look like their electricity is out on Super Bowl Sunday, including Bob’s house that is throwing the party?
To hear more commentary on this Pepsi commercial and all the others, tune into Firebrand Monday, Feb. 4, 11pm on ION TV. http://firebrandmonday.smnr.us/. You can also catch up with any commercials you missed Sunday night on http://www.firebrand.com. Enjoy!
14 YouTube - Bob's House -- Pepsi's new Super Bowl Ad // Jan 30, 2008 at 11:46 am
[...] Linking to This Video: 3991 clicks from http://www.sogoodblog.com/2008/01/24/pepsi-unveils-s… 2068 clicks from http://deafjoke.tv/wp/blog/2008/01/24/bobs-house-pep… 1185 clicks from [...]
15 YouTube - Bob's House -- Pepsi's new Super Bowl Ad // Jan 30, 2008 at 3:31 pm
[...] Linking to This Video: 4000 clicks from http://www.sogoodblog.com/2008/01/24/pepsi-unveils-s… 2093 clicks from http://deafjoke.tv/wp/blog/2008/01/24/bobs-house-pep… 1194 clicks from [...]
16 Peak Performance » Blog Archive » Super Bowl Ads // Feb 1, 2008 at 12:10 pm
[...] this yet-to-be-aired commercial by Pepsi is any indication I think we can count on [...]
17 Drew Curtis' FARK.com -- Video Archives for '2008-01-27 23:59:59' // Feb 2, 2008 at 4:31 pm
[...] (So Good) [...]
18 Pepsi Unveils Super Bowl Ad - With No Sound - Flight Sim World // Feb 3, 2008 at 5:23 pm
[...] http://www.sogoodblog.com/2008/01/24/pepsi…-with-no-sound/QUOTEPepsi has just released an extremely unique new commercial that will air during the Super Bowl. Don’t adjust your headphones, there is no sound during the entire 60-second commercial. None. The ad is titled “Bob’s House.” [...]
19 BAJO LA LINEA - Blog sobre marketing below-the-line: Un anuncio sin sonido // Feb 7, 2008 at 6:50 pm
[...] con la Superbowl; Pepsi emitió un spot de 60 segundos sin ningún sonido. La historia cuenta una broma habitual entre las personas sordas, interpretada por los empleados de [...]
20 YouTube - Bob's House -- Behind the Scenes of a Super Bowl Ad // Feb 27, 2008 at 7:54 am
[...] proposant un lien vers cette vidéo : 768 clics depuis http://www.sogoodblog.com/2008/01/24/pepsi-unveils-s… 337 clics depuis http://www.grumpyoldeafies.com/2008/01/pepsi_superbo… 293 clics depuis [...]
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