Pepsi Redesign Leak Making People Distrust Each Other, Hate The World

This should be a joke, but it doesn't seem to be. The bigger the advertising account is, the more shit you can push. Yes, it's about the Pepsi rebranding. Maybe the whole rebranding travesty is a viral campaign in itself and I'm just another fool pushing it, but here goes.

From Reddit:

During the initial treatment, the advertising agency which won the Pepsi contract for the re-design sent over the design guidelines and a presentation on the design process of the new logo...

Here is the document in question: Pepsi Gravitational Field.

Worth reading the comments to gauge a general reaction towards the document and the advertising world in general. It's surprisingly tolerant. My favorite is:

Wow. Just . . . wow. Every page is, quite literally, more insane than the last. Someone got paid to put this steaming pile together? Someone actually earned money to compare the Pepsi logo to the earth's magnetic field while claiming that "Emotive forces shape the gestalt of the brand identity"?

I swear that I've never seen such concentrated bullshit. This is bullshit so dense that not even light can escape.

EDIT: Holy fucking shit. Did they just invoke Einstein's Special Theory of Relativity in at attempt to compare Pepsi to fucking gravity?! A soft drink is now comparable to one of the fundamental forces of physics?!?! And this puts my "this is bullshit so dense that not even light can escape" comment in a whole new perspective.