Pepsi references viral Coldplay concert moment in Super Bowl ad

Pepsi has cleverly capitalized on one of 2025's most talked-about viral moment-the awkward "kiss cam" incident at a Coldplay concert involving former Astronomer CEO Andy Byron and HR head Kristin Cabot-by weaving a playful spoof into its 2026 Super Bowl ad for Pepsi Zero Sugar.

The commercial, titled “The Choice,” directed by Oscar-winner Taika Waititi, revives the classic Pepsi Challenge blind taste test. It stars a polar bear (long synonymous with Coca-Cola’s holiday ads) who, blindfolded, unexpectedly picks Pepsi Zero Sugar over Coke Zero Sugar. After choosing Pepsi Zero Sugar, the bear’s subsequent journey includes a tongue-in-cheek therapy session and a concert appearance featuring a kiss-cam-style reveal, clearly echoing the viral Coldplay clip that many social media users had already seen. 

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Speaking to USA Today, PepsiCo Beverages chief marketing officer Mark Kirkham explained the approach: “Poking the bear, long affiliated with Coke... makes it fun... It makes it entertaining. It sparks a conversation. And I think that’s what the Super Bowl is about.” He added that the goal is to “reignite the conversation around taste” while transforming the ad into a “cultural moment and not just an advertising moment.”

While the ad does not reference the real-world incident directly, the concert sequence bears clear similarities to the viral clip, making it instantly recognisable to viewers familiar with the moment. After embracing his new preference, the polar bear meets another Pepsi Zero Sugar fan, the pair gets “caught” on a concert Jumbotron in a romantic pose. The bears are humorously “Coldplayed” in the same awkward, meme-worthy spotlight, poking fun at last year’s scandal.

By nodding to a fresh, culturally resonant viral sensation from the previous year, the brand extends the ad’s shareability far beyond the cola rivalry. It adds a layer of humour turning a simple taste-test narrative into a pop-culture callback.

The ad joins a growing list of Super Bowl commercials that draw on moments already familiar to online audiences, reflecting how viral clips and pop-culture references are increasingly finding their way into mass-market advertising narratives.