Dr Pepper, the iconic beverage brand which celebrated the 125th anniversary of its ‘original life’ in 2010, is kicking off a new advertising campaign, which is revolving around authenticity. The U.S. promotion dubbed ‘Always One of a Kind’ includes a commercial, which features nearly a thousand of the brand’s fans, who are living their life in an unconventional way and are happy to have their fresh and bright traits, which make them different from most of other people—the spot, which debuted yesterday, January 9, during the BCS National Championship Game, will be aired in March ABC, CW, FOX, NBC and cable channels.

“Dr Pepper has been one of a kind for more than 125 years, and now it’s time to celebrate,” said Dave Fleming, director of marketing for Dr Pepper. “The Dr Pepper ‘Always One of a Kind’ advertising campaign should serve as a catalyst for expressing originality and being authentically you.”

The soundtrack of the advert, developed by Deutsch LA, is a cover of Sammy Davis Jr.’s ‘I’ve Gotta Be Me,’ performed by Grammy award nominee Ryan Tedder, singer/songwriter and front man of rock band OneRepublic. To add the spirit of originality and Dr Pepper into your life, download the song from iTunes. In the 60-second video, people are unbuttoning their shirts and unfastening jackets to show off their real nature, which is written on their red (and occasionally white) T-shirts. The slogans on the tees read “I’m one of a kind,” “I’m a Rebel,” “I’m a Momma’s Boy,” “I’m a rock star,” “I’m a Dreamer” and a lot more (sometimes the declarations are quite predictable, and sometimes they reveal truly unexpected characteristics). The last girl we see in the spot is wearing a tee with the “I’m a Pepper” slogan, which takes us back to the brand’s commercials of the 1970’s.

The campaign also includes deep online media integration since it’s also rolling out on the brand’s official website, YouTube and Twitter channel and Facebook page. Now, fans are invited to visit www.DrPepper.com or a FB app to make their own declaration starting with ‘I’m a… ’ and get featured in the one of a kind showcase—they also can “express their originality by ordering their own ‘Always One of a Kind’ t-shirts on”. In the coming months, celebrities will join the promotion to tell the audience what makes them ‘Always One of a Kind’—they will also put on T-shirts with their declarations.