Pepsi Maximises the Magic with Dynamo

Fizzy drinks are notoriously known for causing hyper activeness, but this viral video from Arnold KLP takes it up to (high) new levels. Created for Pepsi’s Live for Now campaign, Alex Hartman's film sees famous UK magician Dynamo levitating alongside a branded London bus as onlookers gaze up in astonishment.

The trick is the first live stunt Dynamo has performed and the video received nearly 5 million YouTube hits in its first 48 hours of being online.

The campaign aims to encourage consumers to make their everyday experiences as exciting as they can be and signals the first activity with the magician since he signed to become the face of Pepsi Max.

The stunt took place at Westminster Bridge and ‘The Magic’s in the Max’ campaign was run across print, in-store, mobile, online, and on-pack promotions as well as through activation at the Yahoo! Wireless Festival last week as part of Pepsi’s sponsorship deal with LiveNation.