Pepsi gathers Super Bowl Halftime Show all-stars in cinematic trailer – Marketing Dive
Pepsi is hitting the gas on hyping up the Super Bowl Halftime Show, which this year brings together a team of musicians from the hip-hop and R&B pantheon. Many of them are from the West Coast, a possible nod to this year’s host city of Los Angeles.
The beverage marketer is putting more media muscle behind the event than in years past, with a centerpiece long-form video modeled on blockbuster movies and accompanying shorter TV cuts that will air during the runway to Super Bowl LVI on Feb. 13. A new mobile app also factors into the push as Pepsi deploys a multichannel approach that recognizes people may be spending more time with smaller screens.
Developing a full-fledged campaign for the Halftime Show speaks to how Pepsi wants to spotlight the talent roster. “The Call” is rich with references to cultural touchstones and songs associated with each of the five artists, including hit singles “Rap God,” “The Next Episode,” “Family Affair,” “HUMBLE.,” “Still D.R.E.” and “California Love.” Narratively, the ad takes a page from “The Avengers” playbook, with Dr. Dre filling the shoes of Nick Fury in bringing a variety of icons together on one stage.
“Given our epic lineup of five superstar talents, we wanted to deliver a cinematic experience that could properly honor each of the artists and celebrate their role in music and culture as they descend upon Los Angeles to deliver a performance for the ages,” Todd Kaplan, vice president of marketing at Pepsi, said in a statement.
Last year, Pepsi ran ads starring The Weeknd ahead of his performance at the Halftime Show, but eschewed an in-game commercial. The soda brand will again forego a traditional spot this year, though other PepsiCo products — including from Frito-Lay — are set to make appearances.
Pepsi has held sponsorship rights for the Super Bowl Halftime Show since 2012, but its contract is set to expire after the current NFL season wraps. CNBC reported in October that the league is planning to take the option for the rights to the open market, potentially setting up a changing of the guard.
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Preparing contingencies for different holiday scenarios puts additional pressure on brands and agencies working to keep up amid their own staffing challenges.
If CPGs can adeptly adjust to disruptions caused by the pandemic and new privacy mandates, they have an opportunity to strengthen their brands.
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