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Vogue Italia and Pepsi Present “Pulse of New Talent”

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The 10-month partnership between Pepsi and Vogue Italia is nothing less than everybody expected.

Presented during the Vogue Fashion Dubai Experience 2014, “Pulse of New Talent” is a 20-piece fashion collection featuring men’s and women’s clothing and accessories capturing the essence of youthful excitement, energy and self-expression of 14 distinct personalities culled from six countries representing an exciting, international world-view including Ukraine, Italy, USA, India, China, United Arab Emirates and Bahrain.

The collection features inspired and inventive designs– from a visionary visor and imaginative tops and jackets, to youthful swimwear and architecturally inspired outerwear and accessories including bags.

In a collection full of talent and creativity, Pepsi identified one designer in particular, Ukraine’s Masha Reva, as a designer destined for greatness. To help Reva continue on her design journey, Pepsi will support the development of her brand with a $50,000 investment.

Reva joined fellow “Pulse of New Talent” designers in Dubai for the Vogue Fashion Dubai Experience 2014 to support other emerging talents in fashion. The event took place at The Dubai Mall from October 30th to November 1st.

The Pepsi and Vogue Italia collection follows the success of the iconic cola’s first-ever global fashion capsule collection, “Live for Now,” which featured six global designers and was available at influential international retailers including Bloomingdale’s in the U.S., Colette in Paris and Liberty of London.

-Maria Zanetti

-Photography courtesy of Vogue Italia and Pepsi

Pepsi Pulse

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Culture Music Sports

DOWNTOWN’s 5 Favorite World Cup Ads

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As the World Cup gears down and the stage is set for the match that decides the world champion, we must also give credit to the avalanche of ads for sticking in our heads with their creativity and catchy one liners. The results are in; these are five of DOWNTOWN’s favorite commercials from the 2014 Brazil World Cup.

Kia | Adriana Lima Transforms a Man Cave

It’s a well known fact that most Americans aren’t as big soccer fanatics as the rest of the world, a small detail Kia uses to their advantage for a clever ad. Adriana Lima trades in her Victoria Secret angel wings to serve as the KIA ambassador introducing American men to the sport of fútbol. By the end of each ad, she suggests, “For one month, let’s all be fútbol fans”.

ESPN | 2014 FIFA World Cup – Time Zone

If you’ve been following the World Cup, you’ve been tuned into ESPN either at home or on the go. The station creatively demonstrates how the world, no matter the time difference, looks forward to watching their brothers leave it all on the soccer field in hopes of bringing home the trophy.

 

Nike Football | “The Last Game”

More like a mini-movie than a commercial, Nike employs the whim of animation to tell the story of an outside threat to the game of soccer. A big theme in this commercial is “perfect is boring”. It takes a super team of the world’s best players to defeat an army of perfect players and restore soccer to its glory.

Volkswagen Golf | Andres Cantor “Play by Play”

Volkswagen lightheartedly compares their new Golf to the movements of a soccer player. Using a well-known sports commentator, the finesse of the car is praised earning itself the praise of a GOOOOOOOOOOOL!

Pepsi | Now Is What You Make It

Music binds us together. It transcends culture and tramples language barriers. This Pepsi commercial starts simple, the opening of a can. That identifying sound lays the foundation to the beat of the song that develops as the commercial continues. Janelle Monae jumps in with a cover of David Bowie’s “Heroes”. The music swells as more instruments and sounds enter the song and more voices accompany Monae’s. The festive mood that develops from the act of opening the can demonstrates how easy it is to have fun when its the World Cup and soccer has united the world in pursuit of one triumph.

-Gabrielle Rejouis

Categories
Culture Sports

Top 5 Commercials: From Sultry Supermodels to Gangster Grannies

Poor internet connection, drained phone battery…we all complain about those pesky ‘first-world problems’ every once in a while. Here at DOWNTOWN Magazine, we’re putting television commercials on the top of our complaint list. Okay sure, they are sort of necessary. They do pay for the shows we love and all that jazz. But come on, would it hurt to add an extra dollop of creativity? A slight pinch of humor? A sprinkle of sarcasm? For the most part, we resent every last boredom inducing, frustration fueling moment, hoping for time travel to suddenly become possible. Yes, your magic duster that transforms into a scarf probably was a good idea when you had that dream one night, but our favorite show is on, and you’re wasting our time.

Until…

The Superbowl. The Superbowl got us unrestrainedly, beguilingly hooked on the one thing we had been learning to hate our entire lives. And now this year’s World Cup is doing the same. It’s official, commercials got good. Here are DOWNTOWN’s top five commercials that will no doubt incite a little hope into your ad-ridden tele-viewing…

1. Cindy Crawford for Pepsi

Fizzy drinks have never had so much… fizz. It’s unlikely that the bombshell of all bombshells Cindy Crawford had a single ounce of sugar for weeks prior to that one sexy glug, but we couldn’t care less. We want Pepsi now. And that body.

2.  Old Spice

You’ve probably seen this one– but we see no harm in seeing it a 76th time. In fact, we reckon it gets funnier the more times you do. Old Spice guy ain’t too bad on the eyes either. I’m on a horse.

3. Volkswagen We all love Star Wars. We all love kids. And now, we all love Volkswagen. We reckon the major budget helped out a tad, but playing dress-up never looked like that when we were young…

   

4. Taco Bell “Viva Young”

The rebellious granny skit has long been making us giggle– but this time, she’s brought along her posse. We can’t help but wish we had as much street-cred!

5. Doritos Time Machine

And finally, the funniest one of the lot by the wonderful people at Doritos. The joys of an old card-board box and an unrealistically gullible neighbor.

And since USA vs. Germany World Cup soccer game is coming up, perhaps you’ll be able to add to the list!

-Rachael Sprague

Categories
News

Hundreds Gather for the First-Ever Stair Climb at 4 World Trade Center

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The 1,632 steps were symbolic, charitable, and historic.

More than 660 people from 15 states converged at 4 World Trade Center last night. They did last minute stretches, affixed bib numbers and took loads of selfies – staring up at the gleaming new building.

A short while later, with dozens of elite climbers at the helm, they began their sprint up to the top of the 72-story building. There were parents, coworkers, teenagers and senior citizens. Police officers and firefighters, including a number donning their heavy fire gear.

All climbed for cancer. Last night’s event was the first-ever stair climb at 4 World Trade Center, an endeavor to benefit the cancer research of young scientists funded by the Damon Runyon Cancer Research Foundation.

“We thank Silverstein Properties for partnering with us at this historic moment in time. 4 World Trade Center is a symbol of innovation and resilience, and was an appropriate venue to champion commitment to the cutting-edge researchers who are making the medical breakthroughs of tomorrow,” said Lorraine W. Egan, the Foundation’s President and Chief Executive Officer.

“All proceeds from Runyon Up will allow us to support the best and brightest young cancer researchers in the nation. Our participants help make life-saving discoveries.”

In total, more than 700 people – from those affected by cancer to professional stair climbers – took part in the stair climb. As of today, they’ve raised nearly $173,000, though fundraising continues until April 30th at runyonup.org. One hundred percent of all donations raised by participants will directly support young scientists pursuing cures for all forms of cancer.

The first to arrive at the top was Tim Donahue, 44, of Manhattan, who completed the climb in 8 minutes and 56 seconds. Hours later, after eight heats that took off about 10 minutes apart, the final arrivals were gear-adorned firefighters from the Clinton Rescue Company 455 from North Hunterdon, New Jersey.

Most of the climbers made it to the 72nd floor, where yellow-shirt-clad volunteers cheered them on, distributed medals and handed them bottles of water. Dripping with sweat, the climbers awaited their teammates, took more selfies and snapped photos of the amazing nighttime cityscape.

Among the group were more than a half dozen young scientists, who are funded by Damon Runyon. They greeted climbers, and thanked them for their support.

The event marked a pivotal point in the history of the World Trade Center site. In November, officials held a ribbon-cutting at 4 World Trade Center, which will soon be the sixth-tallest building in New York City and recently was named Curbed’s Building of the Year.

For most people, this was their first view inside the 2.3 million square foot building, which is not expected to see tenants – including the Port Authority of New York and New Jersey – until 2015.

Down on the 54th floor, the event took on a festive atmosphere, as those who accomplished the vertical feat were able to drink beer and nosh on snacks provided by sponsors, including Pepsi, Cabot Creamery, Dave’s Hoagies, GoGo squeeZ, GuS – Grown-up Soda, SkinnyPop Popcorn, Utz, Vita Coco, Vita Organic Foods, and Whole Foods.

Before many left, they approached a wall on the 54th floor, at which a number of the participants affixed messages in memory of those they’ve lost, or in honor of those currently fighting battles against cancer. It was a surreal moment, reflective of the poster-emblazoned walls outside of area hospitals after the September 11th attacks 13 years ago.

One thumbtacked to the corkboard read: “I climbed for those who can’t anymore.”

-Jeff Simmons