About

This Pepsi Max commercial originally aired during the 2009 Super Bowl telecast. It depicts a number of instances of men accidentally injuring another man (usually a friend). The injured man always responds with: “I'm good.”

Discussion

What is the connection between being “masculine” and not admitting that one is in pain? How does the Pepsi company use this cultural idea to sell its product?

Is it significant that the men depicted in this advertisement are all in groups with other men? In what ways does the group – “the boys” – serve to normalize certain ideas about masculinity?

Critique

This advertisement might be criticized for perpetuating the idea that, if one is to be a “real man”, they should never admit to being in pain. It also might be critiqued for making humor out of violence in a way that further desensitizes the audience.