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Pepsi's Super Bowl Ad Features Coca-Cola's Bear Choosing Pepsi

1/31/2026

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Summary

Story summary

Pepsi's Super Bowl LX ad "The Choice" shows Coca-Cola's polar bear choosing Pepsi Zero Sugar in a blind taste test.
Taika Waititi (director) also plays the bear's therapist in the commercial.
The spot uses Queen's "I Want to Break Free" and includes a kiss-cam moment at a concert.
The commercial references a viral incident from last year and will air during the February 8, 2026 Super Bowl.

History

Historical Context

The Cola Wars intensified in the 1980s, driven by fierce competition between Coca-Cola and Pepsi. In 1985, Pepsi captured 24% of the market while Coca-Cola held 43%. The rivalry sparked innovative marketing tactics, including the "Pepsi Challenge" taste tests and celebrity endorsements, shaping brand identities and consumer preferences. This ongoing competition underscores the critical role of advertising in the beverage industry.

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Story summary

Pepsi's Super Bowl LX ad "The Choice" shows Coca-Cola's polar bear choosing Pepsi Zero Sugar in a blind taste test.
Taika Waititi (director) also plays the bear's therapist in the commercial.
The spot uses Queen's "I Want to Break Free" and includes a kiss-cam moment at a concert.
The commercial references a viral incident from last year and will air during the February 8, 2026 Super Bowl.

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