"The Choice"

13 February 2026

45s

Where do I go from here?

One of the Coca-Cola polar bears suffers through an existential crisis in Pepsi's cheeky Super Bowl LX commercial. He thought it would be a great idea to take part in the famous Pepsi Challenge (it's always looked like fun on the telly after all). Once that blindfold's removed, however, things, as Melanie C once sang, will never be the same again.

What's a Coca-Cola polar bear meant to do when its taste buds do the unthinkable? Go to therapy, of course. Taika Waititi plays the psychiatrist who would like to (a) talk about the bear's mother, and (b) remind him that it's happened to many others through the years. He's a Pepsi polar bear now—the sooner he comes to terms with it, the better.

The team at Framestore not only sell the bear's physicality, but also his fragile mental state—say hello to the most conflicted Ursus maritimus to ever roam adland. Yet by the time he and Mrs Bear have their own Coldplay couple moment, he's proud to be spotted with Pespi in hand paw. Whether Coca-Cola takes revenge on its former pet or not remains to be seen, but it's the best spin on the Pepsi Challenge in recent memory.

USA

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