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Marketing and Sponsorship

To The Max: Jeff Gordon, Pepsi Team Up For Second Prank Video

Pepsi Max and NASCAR driver Jeff Gordon are back with another disguised video, and the "target of this elaborate prank was Travis Okulski," the deputy editor of the Gawker-owned website Jalopnik, according to Justin Hyde of YAHOO. The "new mission began with a new costume for Gordon, a more hard-bitten look featuring stubble and fake neck tattoos." Okulski "thought he was flying to North Carolina to get a sneak early drive of the Chevy Corvette Z06." He said, "I had no reason to believe anything was amiss. Everything made sense." Gordon "showed up disguised as a taxi driver to take Okulski to the track, and when confronted by a fake state patrol, Gordon begins throwing off lines about being an ex-con who doesn't want to go back -- leading to a '70s cop-show quality chase through an abandoned warehouse." Okulski: "I only figured out it was a setup when we drove into the warehouse. I was freaking out too much to have that be on my radar that someone would take that much time to put one over on me like this" (NEWS.YAHOO.com, 2/27). More Okulski: "I continually called him 'sir' and said 'please' because I figured if I showed that man some respect, maybe he'd either let me out or he wouldn't kill me" ("GMA," ABC, 2/27).

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