Pepsi to air silent commercial for Super Bowl

PepsiCo Inc. is hoping to make some noise with a Super Bowl ad featuring 60 seconds of silence.

During the Fox network's pregame show on Feb. 3, the nation's second-largest soft drink maker will air a commercial conceived by a PepsiCo employee, starring him and three others, including two who are deaf.

PepsiCo said it consulted with the National Association of the Deaf while producing the commercial.
 
While deaf actors and actors using sign language have appeared in commercials for decades, advertising executive Steve McKee said he could not think of a similar Super Bowl ad.
 
"It's a highly unusual tactic and an interesting one for the Super Bowl," said Mr. McKee, president of Albuquerque, N.M.-based McKee Wallwork Cleveland, which sponsors an online Super Bowl ad rating site called AdBowl.