• by Amy Corr , Staff Writer @MediaPostOTL, May 21, 2007

Pepsi launched a series of bus shelter ads this month that literally brighten up any dark street corner.

The ads utilize a technology called LumiGraphics, making the ads light up when a current is run through them.

Four different designs showcase the new Pepsi cans featured in its "More Happy" campaign.

BBDO New York created the ads, which are made out of paper-like flexible panels that are thinner than a credit card. OMG handled the media buy.

According to the agency, the technology has never before been used in the United States. The month-long campaign initially launched in New York, Los Angeles, Boston, Washington, Denver and Philadelphia.

"Each section of the board is a separate circuit; and a computer unit at the base controls the on/off of each lighted section," said Jd Michaels, producer at BBDO.

The ads are part of a broader outdoor campaign that includes billboards, wild postings, and branding in Times Square.

In addition to the current of light, the ads are Bluetooth-enabled, allowing passersby to download exclusive content to their cell phones -- including a rap from Johnny Damon of the New York Yankees. This die-hard Mets fan will take a pass at rapping by Damon; but thankfully, content from local hip-hop artists is also available for download.

If you're sans Bluetooth, creative also drives consumers to Pepsismash.com for downloadable content.

Michaels said that the "flashing was created to make a 'visual tune,' so it is not overly distracting" to drivers.

Mildly distracting, now that's another story.