Aluminum or Glass: The Memo

Would a man living in Los Angeles
 Understand what a seagull is?
 Would he know about the ants there in the grass?
 Would the ants in the grass
 Understand what the man's Volvo is?
 Do they know you can buy Pepsi in aluminium or glass?
 For this commercial the look, the style, and the music is everything
 Lighting should be dramatic, but not shadowy
 Location should be beautiful, but not weird
 Clothing should be contemporary, but not punk
 Casting should be characterizations, but not to the point of hoodlums
 In other words, we can get out-of-the-ordinary, but we can't live there
 Would an advertising executive
 Understand where the homeless live?
 Would he know about the bubbles in his glass?
 Would the bubbles in his glass
 Understand what the man's golf cart is?
 Do they know you can die frozen underneath an overpass?
 Every object, prop, and piece of clothing should complement each other
 The photographic approach should be fresh, alive, and inspiring
 Contemporary is a good word here!
 Like 501-Jeans ads
 Like the Levi-core night ads
 Like the Honda Scooter ads
 Heightened reality vignettes
 When we're back to back
 I can't see you
 But when we're face to face
 I do
 Heightened reality vignettes that all exist in the examples I've just described
 Would a man living in Los Angeles
 Understand what a seagull is?
 Would he know about the ants there in the grass?
 (These Pepsi ads)
 Would the ants in the grass
 Understand what the man's Volvo is? (These Pepsi ads)
 Do they know you can buy Pepsi in aluminium or glass? (These Pepsi ads)
 Should not look too urban, too ethnic, too new-wave, or too anything!
 These Pepsi
 Too urban, too ethnic, too new-wave, or too anything!
 These Pepsi ads
 I know this may sound confusing, but I think it's better to know now, than to argue on the set about it later!
 Would a man living in Los Angeles
 Good luck, everyone
 Would a man living in Los Angeles
 Good luck, everyone
 Would a man living in Los Angeles
 Good luck, everyone
 Would a man living in Los Angeles
 Good luck, everyone
 Los Angeles
 Everyone