Dr Pepper: Crack That Pepper by Onion Labs

Agency: Onion Labs
Client: Dr Pepper
Date: Jun 2018
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The Onion might be more known for its satirical headlines and humorous stories, but the Onion Labs side of the business – its in-house content agency – knows how to put together a snappy branded music video too, as it just did for Diet Dr Pepper.

The video and song, the super catchy ‘Crack That Pepper’ is about rewarding yourself for accomplishing everyday mundane tasks, because you deserve it. In the video, we see the protagonist, 23 Skinny, saying that he’s all about “getting things done…and when you get things done, you celebrate.” He then goes on to show how he checked an item off his chore list, called his mom and celebrated his job well done with a Diet Dr Pepper. The rest of the video, which also includes the aptly named Lil Pep as a sidekick, repeats the phrase “Crack that Pepper, crack that Diet Dr Pepper” over a fresh beat so the humor of the mundane tasks – like cleaning the floor and baking bread – is highlighted by the infectious music.

Eric Munn, a senior copywriter for Onion Labs and the creator of the concept, worked with Abe Zverow, video creative director, and Rashid Lamarre, director of post production, on creating the song.


Agency: Onion Labs

Media Agency: Initiative

Director of Production: MaryBeth Searls

Creative Director: Eric Flinn

Writer: Eric Munn

Song Performed and Produced by: Abe Zverow and Rashid Lamarre

Account Manger: Kristen Tallon

VP of Accounts: Julie Scott

Line Producer: Mike Fox

Post Director: Rick Livingston

Supervising Producer: Derek Tekus

Casting Director: Stephanie Potakis

Producer: Rob Mor

Coordinator: Dom Del Carmine

Director: Abe Zverow

Co-Director / Director of MGFX & VFX: Sara Jean Potts

Music Director / Supervising Post Producer: Rashid Lamarre

1st AD: Kelsie Hardison

Set PA: Armani Barron

Set PA / Playback: Danny Farber

Swing: Matt Rauner

MGFX: Julie Mullins

Director of Photography: Dan Izui

B Cam Op: George Zwierzynski

1st AC: John Sedivy

DIT: Andrew Nienchick