When Times Square gets invaded by giant lizards, that means one of two things: Either the folks at Pepsi are extending SoBe’s Super Bowl ad message or J.J. Abrams is filming his next oh-so-mysterious, jiggly handycam epic.
On March 19, it’ll be the former, as the “Thriller”-loving lizards take on the tourist mecca via 18 video screens for a 24-hour period to promote SoBe Life Water. The boards where they will boogie include those owned by Reuters, NASDAQ and ABC. A static billboard featuring a Lizard with a SoBe-bejeweled "grill" (right) will stay up on 7th Ave. and 47th St. long after the stunt. The Arnell Group, New York, is the ad agency.
After Broadway, the “Thrillicious” campaign will hit the road—billboards are planned for Los Angeles, Chicago and other markets over the coming weeks. The Life Water Super Bowl spot, in which lizards and supermodel Naomi Campbell get down to the Michael Jackson tune, has been viewed online more than 5 million times, Pepsi said.
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