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For 2013's Halloween, there's an ad on the internet about a Pepsi can with a Coke costume, stating it's “scary”, to which Coca Cola responds with “Everybody wants to be a hero”.

Pepsi vs Coke Halloween 2013

So far, so good, but the only reference I have been able to find is both images side by side, with a “via 9GAG.com” legend on the side.

Considering that 9GAG is not a reliable source and anybody can upload images there, I'm skeptical about these ads. Are they real? Did Coca Cola really respond in such a way to Pepsi?

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The first one is apparently real.

This site and this site claim it's from a specific (Belgian) ad agency.

Advertising Agency: Buzz in a Box, Brussels, Belgium  
Creative Directors / Art Directors: Gregory Defay, Quentin Gascard  
Photographer: Jekyll n' Hyde  
Additional credits: Account Manager: Tu Anh Ha  
Published: October 2013  

The first image doesn't have the 9GAG logo; and "Coca Cola" is mispelled.

That ad agency currently features a different Pepsi ad (showing that the agency has Pepsi as a client).

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    I personally doubt whether Coke could produce the second ad: IMO as a joke or parody it is "fair use", but as a commercial advertisement it would be copyright violation. – ChrisW Oct 31 '14 at 22:03
  • Yes, I was thinking something similar. Anyway, I will wait some time if someone can prove whether the second one is real before accepting your answer. – Arturo Torres Sánchez Oct 31 '14 at 22:54

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