MEDIA CHOICE: Jon Restall, a display sales executive at The Mail on Sunday, picks Pepsi's sponsorship of Shoot magazine

"Hot on the heels of David Beckham's vital goal for England against Lichtenstein comes the May issue of Shoot, with the England skipper pouting from a barn-door front cover (complete with bullet holes).

"Pepsi is clearly gunning for a youthful audience with this sponsorship of a special 'Western' issue of the popular monthly football title, which ties in perfectly with its current TV advertising campaign. The cowboy theme continues throughout the magazine with a Pepsi sheriff's badge next to every page number and some pun-titled editorial (The Three Amigos, Last Chance Saloon, Magnificent Seven), as well as a competition to win a 'showdown' with Beckham.

"It is refreshing to see an advertiser willing to back up television spend with an innovative use of press and MindShare has clearly worked closely with the Shoot editorial team in order to communicate fully with the target audience. Sharp shooting indeed."

Client: Pepsi

Medium: Shoot magazine

Media planning: Josh Gledhill at MindShare

Media buying: David Wilding at MindShare

Creative: Ketchum Life and Shoot magazine

Brief: Tease Pepsi's Western-themed TV commercial to teenage football