I've wondered about that myself iChard. But I think what they are trying to say is "Look, we sympathise. there is a better way, aren't we cool for caring"
The way the kids are portrayed certainly does not glorify them given the lighting and the general mood of the ad.
At first viewing, I thought it was OK. After a few I have changed my opinion. It is brilliant and controversial on many levels. Any group or individual can form an opinion which will differ based on beliefs and morals and neither Pepsi or Apple look like the bad guys.
Even if you hate it, you'll remember it. I think that's the point in advertising.
I think this is going to run for a while and not just on Superbowl Sunday.
That's true Petie. It is fairly dark and it doesn't exactly glorify the fact that they were caught doing somehting illegal. They are in a dark light and not looking so happy. The controversy is thinly veiled for sure - but definately there. Really really smart on Pepsi and Apple to not take the side of the kids, but to relate to them on a really personal level.