Page - 13 - in JRFM - Journal Religion Film Media, Volume 01/01

Editorial | 13www.jrfm.eu 2015, 1/1, 9–19 is seen entering the monastery, preparing for life as a monk, at first failing and later, when older, passing tough tests in kung fu. As the final step in his education, he must crush a Pepsi can with his head, inscribing the mark of the pull tab on his forehead. Both commercials play with surprise effects, in which, with a twist in the narration, something unexpected happens. humour is used to engage the audience and cause Fig. 4: Sign of a cross, Have a Great Break, film still (00:00:41). Fig. 5: The sign at the front door of the Buddhist monastery, Kung Fu Pepsi Crush, film still (00:00:09).