As Christmas fast approaches Pepsi Max is encouraging audiences to wind down for the holidays with a Pepsi in a campaign entitled ‘Everything else can wait. It’s Xmas after all’.

The campaign brings to life the holiday’s unique power of pause. It encourages audiences to throw aside the to-do list and enjoy the festivities with their friends and family.

The film features a soundtrack of a remix of the festive classic, It’s Beginning to Look a Lot Like Christmas, by UK artist, Poppy Ajudha. It opens with shots of empty workplaces and gyms to bring the insight to life. As the beat of the song drops, audiences are shown friends and family opening up a fresh can of Pespi and throwing themselves into the fun of the season released from the worries of the day-to-day grind.

Positioning Pepsi MAX is an ally for Christmas fun and enjoyment in the run up to Christmas, the campaign’s out of home portion features scenes from the spot of deserted offices, gym and libraries accompanied with copy such as: ‘Spreadsheets can wait, it’s Xmas after all’, ‘Leg day can wait, it’s Xmas after all’ and ’10,000 words can wait, it’s Xmas after all’.

“There is no better feeling than slamming that Out of Office on and skipping into the festivities, right?! “It can wait” is that mentality.”  says Matt Watson – ECD at Sips&Bites, PepsiCo’s in-house creative agency, “So, we wanted to double down on this feeling, and celebrate this world left behind because we are going all in on fun and enjoyment. It’s Christmas after all.”

Encouraging audiences to stop what they are doing and embrace the festive season, the ‘It Can Wait’ Christmas campaign will also run across OOH, Digital, TV, BVOD, Radio and Experiential. The campaign was created by Pepsi’s in-house creative agency, Sips and Bites, and will air across 29 territories.

Alongside the TVC and supporting out-of-home, Pespi Max are also launching creative out of home that spotlights the Pepsi Max can next to slogans that underline the joy of embracing Christmas such as ‘all day PJs for the win, it’s Xmas after all’. The campaign will also run across Digital on Meta, Snapchat, YouTube shorts, in addition to Digital OOH.

In December experiential activity will launch supported by PR, social and influencers located at 59 Greek Street in Soho. A Pepsi MAX ‘Of-Fizz Snowball Fight’ pop-up will embody the ‘work can wait’ ethos giving office workers a fun and unexpected escape. The pop-up, open from Monday 9^th – Thursday 12^th December, will offer a gamified, snowball fight experience in an office setting, featuring games and challenges.

“The festive season is all about making memories and having fun with those we love, and taking the time to enjoy the festive season. As December hits, we know that a lot of things – whether that be work, studying or working out, can very much feel like a January problem as we all look to prioritise those precious moments together instead. Our Christmas ad really brings to life this ‘tools down’ mentality to prioritise enjoyment during the festive period, while also embodying our brand ethos of being ‘thirsty for more’.” adds Steven Hind, Senior Marketing Director, Beverages UK & Western Europe.

In the final push before Christmas, Pepsi gives its customers permission to press pause on the chaos.