I just saw the Dallas Cowboys ad for Diet Pepsi Max. It sure seems like a theme for this season.
 
WAKE UP, PEOPLE!

http://www.brandweek.com/bw/news/foo...
 
Diet Pepsi Max Cowboys Up; Will Strong Sales Follow?
August 06, 2007

By Kenneth Hein

NEW YORK -- As Diet Pepsi Max extends its "Wake up, people!" ad campaign into the National Football League's upcoming season, some say the tie-in isn't likely to boost sales among men for the sluggish Diet Pepsi trademark.

Three new Diet Pepsi Max spots, breaking prior to the kickoff of the NFL season on Sept. 6, star Dallas Cowboys quarterback Tony Romo, owner Jerry Jones and new coach Wade Phillips. Like previous Diet Pepsi Max ads, the Cowboys will fall victim to a yawn during key NFL situations.