---
title: Pepsi Super Bowl 'Xerxes' 1996: the Cindy Crawford ad that defined Pepsi advertising | RGM®
url: https://realgrowthmatters.com/learn/case-studies/pepsi-super-bowl-ad-campaign/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/learn/case-studies/pepsi-super-bowl-ad-campaign/
---

- **Story:** Pepsi released 'Xerxes' (Cindy Crawford) Super Bowl XXX ad February 1996. 60-second ad with Cindy Crawford in red dress at gas station; two young boys watch (admiring new Pepsi bottle design). Won USA Today Super Bowl Ad Meter 1996. Joe Pytka director. Cultural reference.
- **Why it matters:** Pepsi Cindy Crawford is canonical iconic Super Bowl celebrity ad case — demonstrating peak-celebrity Super Bowl scale plus narrative misdirection produces cultural impact.
- **Takeaway:** Combining peak celebrity moment with Super Bowl scale produces cultural impact.
- **Takeaway:** Narrative misdirection is sophisticated creative.
- **Takeaway:** Super Bowl Ad Meter winners often become lasting cultural references.

## Pepsi Cindy Crawford Super Bowl — the four-step story

S

Situation

Situation

Pepsi had refreshed glass bottle design 1995-1996. Super Bowl XXX 1996 was opportunity for major Pepsi celebrity Super Bowl ad. Cindy Crawford was at peak supermodel era.

T

Task

Task

Create iconic Super Bowl ad featuring Cindy Crawford while showcasing new Pepsi bottle design.

A

Action

Action

February 1996 released 'Xerxes' 60-second ad. Cindy Crawford at gas station; two boys admiring new Pepsi bottle design. Joe Pytka director.

R

Result

Result

Won USA Today Super Bowl Ad Meter 1996. Cultural reference. Iconic 1990s Pepsi celebrity advertising. Sustained cultural recognition.

## Pepsi Cindy Crawford by the numbers

0

Super Bowl XXX

60-second ad

Source: Super Bowl history

0s

Ad length

Premium Super Bowl format

Source: Ad specifications

0

Featured celebrity

Peak supermodel era

Source: Celebrity casting

0

Ad Meter win

USA Today ranking

Source: Industry ranking

0

Cultural status

1990s Pepsi advertising

Source: Cultural reception

0

Product narrative

1995-1996 bottle refresh

Source: Product context

#### Quick facts

BrandPepsi (PepsiCo)

CampaignCindy Crawford 'Xerxes' Super Bowl ad

ReleasedFebruary 1996 Super Bowl XXX

Length60 seconds

Featured celebrityCindy Crawford

DirectorJoe Pytka

Industry recognitionWon USA Today Super Bowl Ad Meter 1996

Strategic roleIconic Pepsi celebrity advertising

**Honest note**

Pepsi Cindy Crawford Super Bowl ad is well-documented. The case is included as canonical Pepsi celebrity Super Bowl ad reference.

## The 1996 iconic Super Bowl ad

Pepsi released 'Xerxes' (also known as Cindy Crawford ad) Super Bowl XXX February 1996. The 60-second ad featured Cindy Crawford in red dress driving up to gas station. Two young boys watch her exit car and drink Pepsi from glass bottle. The narrative twist is the boys are actually admiring the Pepsi bottle design (not Crawford). Joe Pytka directed.

The ad won USA Today Super Bowl Ad Meter 1996. Became cultural reference. Combined celebrity (Crawford was peak supermodel era), Super Bowl scale, and effective product-positioning (Pepsi bottle design refresh at the time).

## How RGM thinks about iconic Super Bowl celebrity ads

When clients ask about Super Bowl celebrity advertising, the Pepsi Cindy Crawford case is canonical reference. The lessons: combining peak celebrity moment with Super Bowl scale produces cultural impact; narrative misdirection (boys admiring bottle not Crawford) is sophisticated creative; and Super Bowl Ad Meter winners often become lasting cultural references.

## Frequently asked questions

Why is the ad iconic?

Combined Cindy Crawford at peak supermodel era with Super Bowl scale and effective product positioning (Pepsi bottle design refresh). Narrative misdirection (boys admiring bottle not Crawford) added sophistication. Won Super Bowl Ad Meter 1996.

What was the bottle design context?

Pepsi had refreshed glass bottle design 1995-1996. The Cindy Crawford ad featured the new bottle. The two young boys admiring the bottle was deliberate product-focused narrative within celebrity ad.

### Sources & references

- [USA Today Ad Meter archive](https://admeter.usatoday.com/) — Super Bowl Ad Meter rankings.

## Related

[#### All case studies

Full library.](/learn/case-studies/)[#### Super Bowl ads

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