Pepsi's new ad has fans in a frenzy after the company mocked the infamous Coldplay concert affair scandal in a new ad.In an ad that is going viral online, the company poked fun at Coca-Cola and its spirit animal, a polar bear. In a new Super Bowl commercial, the ad, titled "The Choice", sees the furry creature take a swig of Pepsi Zero Sugar and Coke Zero Sugar blindfolded, and points to the former.The bear then heads on "a journey of self-discovery," according to the company's release about the ad, as he realizes he opted for a Pepsi beverage. He speaks with a therapist, played by Taika Waititi. The Academy Award–winning filmmaker also directed the ad.Set to Queen's "I Want to Break Free," the bear then meets another bear who loves the company's Zero Sugar drink, and they get "caught" on Coldplay's Jumbotron with the drinks in their hand. The scene was noticeably a reference to Andy Byron and Kristin Cabot, the pair who got caught having an affair at a Coldplay concert last summer.Fans have since begun reacting to the video with amusement, with many even pointing out that the company is getting bolder with its ads. Here's how one user reacted, for instance:"thats a bold marketing move now"The comments didn't end there:"Bruh I know Chris Martin and Gwyneth Paltrow been giggling for 365+ days," one fan quipped. "At least they didn’t use AI to create their own content. Pepsi >>>>>>>>>> Coca Cola," someone else pointed out. "Pepsi saw the timeline in flames and said “perfect, let’s monetize the chaos.” Nothing sells soda like secondhand embarrassment and a corporate wink. At least they didn’t pretend it was “authentic,” another echoed. "It’s basically moment marketing, [the company] is using a massive, cringe-worthy cultural moment to stay relevant, even though the original incident was a career-ender for the people involved," a fourth user reckoned. See how the rest of X is reacting:"Taika Waititi for the WIN," one user gushed. "and they stole the coca cola bear," another pointed out. "[They] really said ‘if it’s viral, we’ll turn it into an ad. Bold move," one more pointed out. The Pepsi Challenge makes a comeback: Here's what you need to knowOver the summer last year, Andy Byron and Kristin Cabot were famously exposed for having an affair when the cameraman at a Coldplay concert focused the spotlight on them. The scandal forced the former to step down as the CEO of tech company Astronomer, and the latter to step down as a high-ranking member of the human resources team.At the time, Cabot was reportedly estranged from her husband, though they were not officially divorced. As of this writing, Andy is still with his wife."you know, someone who may be perceived to be aligned with someone else, makes it fun," PepsiCo Beverages chief marketing officer Mark Kirkham told USA TODAY. "It makes it entertaining. It makes it interesting. It sparks a conversation. And I think that's what the Super Bowl is about."The Pepsi Challenge was revived 50 years since its inception."It gives us the confidence to, you know, really reignite the conversation around taste," Kirkham said.Stay tuned to SoapCentral for more.