Pepsi is set to unveil a 15-second spot marking the 25th anniversary of Michael Jackson’s “Bad” tonight. The spot (below) was directed by Marco Brambilla and features a remix by Afrojack, paired with images of the late singer dancing. The ad will air during the BET special, “Bad25 — The short films of Michael Jackson,” as well as during the X-Factor on Fox.
As part of the brand’s “Live for Now” campaign, Pepsi inked an exclusive global partnership with the Estate of Michael Jackson. It is producing one billion commemorative 16 oz. cans featuring the singer.
The brand’s relationship with Mr. Jackson dates to 1984 and the “New Generation” campaign. In 1988, Pepsi sponsored the Bad World Tour. The tour spanned 16 months, with 123 concerts in 15 countries attended by 4.4 million fans. It was the largest-grossing tour in history and the one with the largest audience.
“This unique global partnership, around such a legendary music milestone invites Pepsi fans from around the world to experience Michael Jackson’s music in an engaging and very ‘Now’ kind of way,” said Brad Jakeman, president of PepsiCo’s Global Beverage Group. “It’s a model example of how Pepsi’s ‘Live for Now’ campaign can manifest itself in a way that resonates the world over.”
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