Super Silence

Pepsi ad to give Super Bowl viewers a moment of silence

The pregame advertisement features a joke that originates from the deaf community and will play out on screen over 60 seconds of total silence, a veritable eternity when it comes to the noisiness of Super Bowl ads.

The joke goes like this: Two guys are driving to their friend Bob's house to watch the Super Bowl. Once they get to Bob's street, neither knows which house is his. They sit in the car, arguing, until one of them has an idea. He starts laying on the horn, and one by one, the houses light up and dogs start barking.

One house stays dark: It's Bob's.

Pepsi worked with National Association of the Deaf on this commercial and will sponsor captioning of the Super Bowl. The commercial came about because of an employee's interest that stemmed from attending a church where the services are held in ASL - he is not deaf. Many people volunteered their services to make the commercial happen and it includes two Pepsi employees who are deaf.

It's super exciting to see awareness raised in a humorous way in such a large venue! I really hope it makes people stop, listen, and think.

You can watch the commercial online (but don't press the "play" button, select the commercial - to the right). While I applaud their effort to raise awareness about accessibility and am very excited about their work, their web site is not accessible. Too bad.

Hey, Pepsi! Please add labels to each of the buttons in the Flash app. Thanks!