Pepsi & Michael Jackson: a history in ads

Pepsi has unveiled a TV campaign starring Michael Jackson to mark the 25th anniversary of the pop artist’s ‘Bad’ album. The perfect excuse then to look back at the five best Pepsi adverts starring the self-proclaimed King of Pop.

1983: New Generation

In November 1983, one year after ‘Thriller’ was released, Michael Jackson (and his brothers) struck a $5m (£3.1m) partnership with Pepsi to become the first pop stars to front campaigns for the brand. Jackson moonwalked and boogied in Pepsi’s ‘The New Generation’ TV spot, which featured a reworking of the track Billie Jean.

1984: Convention

On 27 January 1984 the pop star’s hair caught fire during a freak accident on the set of the ‘Convention’ commercial. Jackson was treated for second and third degree burns and the advert has gone on to become synonymous with the incident. The spot was part of Pepsi’s ‘New Generation’ campaign and continued to use the reworked Billie Jean track.

1988: Chase

Pepsi launched a four part campaign which saw Jackson chased down by the paparazzi and fans. The adverts differed from previous editions by ramping up the Pepsi references throughout. It was released during the same year as Jackson’s ‘Moonwalker’ movie and had several homages to the film. The advert was soundtracked to Bad and had Jackson singing about the Pepsi brand.

1991: Dreams

The advert came out in the same year as Jackson’s fourth studio album Dangerous. The advert featured various visual elements taken from his Dangerous album cover. The advert is shot like music video and was heralded at the time for being one of the most elaborate ever filmed.

1993: I’ll be there

https://www.youtube.com/watch?v=EUl4PRwtA3c

The advert starts with a mix of old stock footage of the Jackson family. Michael then hears his younger self singing and performs a duet with himself to the Jackson 5 song ‘I’ll be there’. The commercial was not shown in the United States and was the last Pepsi commercial starring Jackson.

Recommended

Comments

There are 3 comments at the moment, we would love to hear your opinion too.

  1. […] que a Pepsi já trabalhou com nomes como Madonna, Beyoncé, Nicki Minaj e Lady Gaga, enquanto a primeira campanha publicitária de Michael Jackson para a bebida em 1983 contou com uma versão reformulada de ” Billie Jean […]

  2. […] под этим брендом. Майкл Джексон писал рекламные песни для Pepsi. К концу 90-х только самые ленивые из […]

Leave a comment

Close

Discover even more as a subscriber

This article is available for subscribers only.

Sign up now for your access-all-areas pass.

If you're an existing paid print subscriber find out how to get access here.

Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

With a subscription to Marketing Week Premium you will get full access to:

> World-renowned columnists

> Analysis & case studies

> Exclusive leading-edge insight

> Carefully curated reports & briefings from Econsultancy

> Plus, much more including a £300 discount for the Festival of Marketing

Subscribe now

Got a question?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here

Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

With a subscription to Marketing Week Premium you will get full access to:

> World-renowned columnists

> Analysis & case studies

> Exclusive leading-edge insight

> Carefully curated reports & briefings from Econsultancy

> Plus, much more including a £300 discount for the Festival of Marketing

Subscribe now