This weekend, Pepsi is hoping to bring people back to the future via virtual reality. As an extension to its Super Bowl campaign airing this weekend, Pepsi has created a pop-up VR experience near U.S. Bank Stadium in Minneapolis where visitors can explore a few short scenes based on the brand’s iconic ads of the past.

(Adweek initially reported Pepsi’s VR plans on Tuesday evening.) Fans watching at home can view the experience with their own VR headset or through a web-based VR microsite as soon as this week. The experience, created in partnership with Google, begins by taking the viewer inside an old race car on the streets of an unknown city.

The scene, a nod to the 1998 TV spot featuring former race car driver Jeff Gordon, shows a dashboard with the year “2018” to the left and a bobble head of Gordon to the right that bobbles when selected. On the console of the car is a Pepsi Zero Sugar, which, when selected, turns into a bottle of Pepsi Perfect from “Back to the Future.” After that, the viewer is prompted to press the horn, which starts the car racing down a tunnel.

Suddenly, a levitating Dolorean zooms past the car, transporting both to the past. The following scene sends both vehicles to the desert outside of the Halfway House Cafe—the setting for the 1991 ad featuring Cindy Crawford.

The building looks like it used to, and there’s a large photo of Crawford (who stars in a 2018 remake of the commercial with her son) in the window. Clicking the photo prompts an “XOXO Cindy” to magically appear in red letters across the image. Read more from…

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