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Advertising tends to traffic in generically comforting scenes—a sun-dappled Dr. Pepper-equipped picnic, for instance—but you can’t stay on the bright side forever, and occasionally things get genuinely dark. Usually in Germany.

This ad, from Berlin’s BBDO, emphasizes Pepsi Max’s one calorie by illustrating the bleak, soul-deadening isolation of the one remaining calorie. (The caption reads, “One very very very lonely calorie.”) By printing the ad on what looks like the outside of a paper bag, they also manage to pin down the “eccentric loner” demographic, something Pepsi usually struggles with.

We assume it’s the same firm that brought you the Home Depot slogan: “Because she’s never coming back.”

—R.B.

CONTRIBUTORS

  • Russell Brandom