PepsiCo Turns Stat Quo Inside-Out with 'Enable' (2)

Maybe because Nationwide cashed in like mad on its K-Fed pre-Super Bowl ad hype last year, everybody's releasing their spots before the drop.

We don't like the idea of opening our presents before Christmas day (which is what watching a Super Bowl ad a week in advance is like), but in some cases an early debut is a good thing.

That's the case with Pepsi's Enable ad, a Super Bowl spot that composes a deaf world we're invited to watch from the sidelines. A silent ad is jarring, but it's weirder still to be passive observers of a community whose jokes we don't get.

Neat switcharoo on the minority experience. Can't wait to see what kind of response this generates on Super Bowl Sunday.

See the making-of, which, thankfully, isn't the usual self-congratulating "how I made my baby" swill.

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