Pepsi : King’s Court [Video]

Pepsi : King’s Court [Video]

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

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