Pepsi has unveiled “The Choice,” its Super Bowl LX commercial directed by Academy Award-winning filmmaker Taika Waititi. The spot puts taste to the test as a cola-loving polar bear takes the iconic Pepsi Challenge and chooses Pepsi Zero Sugar. The commercial brings the Pepsi Paradox to life, demonstrating that when labels disappear, Pepsi wins on taste. Waititi’s direction guides the journey of bold discovery, inviting viewers to rethink their favorite cola through the eyes of an unexpected taste tester, and getting caught with someone they shouldn’t at a concert.