PepsiCo today released details about its iconic Pepsi ad to air during Super Bowl XLVI, which will be broadcast on NBC. Pepsi also announced digital partnerships that will enhance fans’ Super Bowl experience on-line. The new ad titled “King’s Court” features Melanie Amaro, THE X FACTOR 2011 winner, singing for multi Grammy-winning music legend Sir Elton John who plays a “king of rock” in the commercial. The ad was produced by TBWA/Chiat Day and directed by Noam Murro. During the commercial, Amaro performs a song she recorded exclusively for the ad, a contemporized version of RESPECT, by Otis Redding, and made popular by the “Queen of Soul” Aretha Franklin. Pepsi fans who “Shazam” the spot during the big game will be able to view Amaro’s music video for RESPECT. Set in a rock-fantasy version of medieval times, the 60 second commercial features Melanie Amaro performing in front of a “royal court of rock,” including Elton John’s character, the King. The ad establishes Pepsi as the brand for people who are not afraid to take a chance, raise their voice and give it their all. It also highlights the fact that Pepsi has an irresistible taste worth challenging a king for. With epic Pepsi scale and a big dose of humor, the commercial ends with a twist and the tagline, “Where there’s Pepsi, There’s Music”. “Pepsi wanted to make me “King for a Day” on Super Bowl Sunday. How could I possibly pass that up?” said Sir Elton John. "For decades, Pepsi has showcased musical talent in its commercials on television’s biggest stage - the Super Bowl," said Simon Lowden, CMO, PepsiCo Beverages Corporation. "This year’s spot takes our legacy to the next level by spotlighting a rising pop artist alongside a music legend and engaging fans on a deeper level through powerful digital programming.” Amaro’s appearance in Pepsi’s Super Bowl XLVI spot is part of her historic grand prize win on FOX’s, THE X FACTOR. The deal also includes a $5 million recording contract for the winner, making it the largest guaranteed prize package in television history. “Never in my wildest dreams did I ever think I would be starring in a Pepsi Super Bowl commercial, following in the footsteps of some of music's biggest legends,” said Melanie Amaro. “Winning THE X FACTOR has changed my life,” she continued. In addition to the Shazam offering during the big game, Pepsi will enhance the fan Super Bowl experience through integrated digital programming. Highlights include: an NFL-themed version of Pepsi Sound Off, the first brand-led social TV platform, which was launched during THE X FACTOR to engage consumers in a real time viewing party with celebrity hosts. Digital programming also extends to a partnership with Pandora providing fans with a Pepsi-curated Super Bowl-themed station to listen to before, during and after the game. Lastly, a partnership with social network, Get Glue, which allows users to check-in and unlock exclusive content and free Pepsi. King’s Court is one of the two commercials PepsiCo plans to air during this year’s Super Bowl. Pepsi MAX, the official soft drink of the NFL, will also debut a commercial on this year’s Super Bowl, featuring legendary television personality Regis Philbin. Pepsi and Pepsi MAX will provide fans with engaging Super Bowl XLVI activities from January 27- February 5 in Indianapolis, including: • A Pepsi MAX footprint at NFL Experience where fans can win “Pepsi MAX for Life” • The Pepsi Fan Jam Concert Series • Tazon Latino VI, the annual celebrity flag football game featuring notable NFL alumni and Hispanic celebrities • Pepsi Rookie of the Year • NFL Honors Pepsi is the official sponsor of the Fan Jam Concert Series and Tazon Latino VI. The popular Univision Pepsi Musica Fan Jam Concert, the ultimate Latin music celebration, will take place on February 1 and feature world famous musicians Don Omar and L. Hernandez among others. On February 2, Pepsi will keep the music coming with the VH1 Pepsi Super Bowl Fan Jam, a premier, nationally-televised (live on VH1) concert featuring star-studded performances by Gym Glass Heroes, B.o.B and the All-American Rejects, with guest appearances by top celebrities and NFL players. In addition, PepsiCo will hold its annual pre-Super Bowl party on Friday, February 3, featuring musical performances by One Republic and Melanie Amaro. The third Pepsi Fan Jam concert, the CMT Crossroads Pepsi Super Bowl Fan Jam will take place Saturday, February 4 with Carrie Underwood and Steven Tyler. This year, the Pepsi Rookie of the Year award will be presented during the inaugural NFL Honors award show, airing Saturday, February 4 at 9 PM EST on NBC. The five Pepsi Rookie of the Year nominees are: Andy Dalton, Cincinnati Bengals; Von Miller, Denver Broncos; Cam Newton, Carolina Panthers; Patrick Peterson, Arizona Cardinals; Aldon Smith, San Francisco 49ers. Pepsi MAX is also the presenting sponsor of the AP Offensive and Defensive Rookie of the Year awards.
Agency: TBWA\Chiat\Day Chief Creative Officer: Rob Schwartz Group Creative Director: Brett Craig Creative Director: Xanthe Wells Art Director: Kristina Krkljus Copywriter: Armando Samuels Executive Director of Integrated Production: Richard O’Neill Executive Producer: Mila Davis Senior Producer: Nancy Sanders Assistant Producer: Stephanie Dziczek Managing Director: Bill Brooks Group Account Director: Mike Litwin Account Director: Tara Mellett Account Supervisor: Andrew DeBenedictis Account Executive: Erik Wade Group Planning Director: Oke Mueller Director of Digital/Integrated Strategy: Justin Acuff Senior Account Planner: Natalie Puccio Director of Business Affairs: Linda Daubson Senior Business Affairs Manager: Laura Drabkin Talent Payment Manager: Maryam Ohebsion Broadcast Traffic Coordinator: Eugene Gandia Outside Vendors: Production Company: Biscuit Director: Noam Murro Managing Director: Shawn Lacy Executive Producer: Colleen O’Donnell Producer: Laure Stevens Director of Photography: Jeff Cutter Editorial Company: Spotwelders Executive Producer: David Glean Producer: Shada Shariatzadeh Editor: Haines Hall Assistant Editor: Paul Sabater Visual FX: Method VP of Production: Gabby Gourrier Executive Producer, Commercials: Stephanie Gilgar VFX Supervisor: Ben Walsh DFX Supervisor: Doug Luka VFX Producers: Krystina Wilson (LA), Sascha Flick (NY) VFX Coordinators: Anastasia Von Rahl (LA, Alice Kahn (NY) Lead Flame Compositor: Jay Hawkins Matte Painter – Nick Hiatt Music: “Hot in Herre” Written by: Charles L. Brown, Cornell Hayes and Pharrell Williams Arranged by Human “RESPECT” Written by: Otis Redding Performed by: Melanie Amaro Produced by: Stargate – Tor Erik Hermansen and Mikkel Storleer Eriksen Sound Design: Trinitite Sound Designer: Brian Emrich