Pepsi Super Bowl 'Xerxes' 1996: the Cindy Crawford ad that defined Pepsi advertising
Pepsi released 'Xerxes' Super Bowl ad February 1996 featuring Cindy Crawford in red dress driving up to gas station. Two young boys watch her drink Pepsi from glass bottle (note: it was actually scripted as them watching the Pepsi bottle design more than Crawford). The ad won Super Bowl Ad Meter that year and became cultural reference. The case is studied as canonical Pepsi celebrity Super Bowl ad.
- 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
Pepsi Cindy Crawford by the numbers
Quick facts
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 — Super Bowl Ad Meter rankings.