Purchase, N.Y.-based PepsiCo’s Pepsi Max brand debuted a new TV commercial to support its latest gaming campaign. Featuring NFL Hall of Fame running back and face of the Madden NFL 25 game Barry Sanders, the “Disappearing Sanders” commercial first aired on major cable networks Aug. 19. The ad, produced by TBWA/Chiat/Day LA and directed by Matt Dilmore, attempts to answer why Sanders retired and also invites consumers to participate in the brand’s sweepstakes and unlock a legendary player in the Ultimate Team mode in Madden NFL 25, which hits store shelves Aug. 27.

To participate, a valid code from Pepsi Max packaging must be used for either a Player Pack or entry into the sweepstakes by Nov. 1. The sweepstakes invites fans to enter for a chance to win the grand prize trip to Madden Bowl XX, which includes a meet-and-greet with a participating NFL player. Additionally, numerous supporting prizes from EA Sports and the NFL are available. For a complete listing of rules and more information, visit www.pepsimax.com/maddenlegends.

"Pepsi Max is always seeking ways to bring fans the newest and most coveted experiences in sports and gaming, and this partnership with Madden NFL 25 accomplishes that," said Joanne Nicoletti, senior brand manager for Pepsi Max, in a statement. "We wanted to create an ad that gets our fans excited about experiences that only Pepsi Max can deliver. We were fortunate to team up with legend Barry Sanders, a longtime Pepsi supporter, to help bring the game to life for our fans."
 

Earlier this year, Pepsi Max and EA Sports teamed up for the cover vote of Madden NFL 25 hosted on www.espn.com. Sanders came out on top of the 64 players, a mixture of current NFL players and legends, who were in the running for the cover.