Pepsi – “Michael J. Fox”

They don’t make ads like this anymore. This Pepsi ad was a true child of the 80s – using a major star in a long-form entertaining ad. It was a time when ad agencies racked up costs for prime production. According to the L.A. Times, Michael J. Fox was paid $5 million for a series of these Pepsi ads, one with special effects that reached $1 million. The spots attracted the audience’s attention. They worked. But these high-on-the-hog days were what ad agencies and production companies thought would never end until they did. As production technology evolved from film to the far less expensive technology of digital, advertising budgets shrunk, forcing ad concepts and production costs to do the same.

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