Pepsi, a major NFL partner and the title sponsor of the league’s showpiece Super Bowl Halftime Show, promoted its sponsorship of the entertainment extravaganza with a cinematic style trailer called ‘The Call’.
The 4-minute spot is packed with references to cultural touchstones and features the show’s line-up of musical stars – including Eminem, Snoop Dogg, Mary J Blige and Kendrick Lamar – assembling after receiving ‘The Call’ from Dr Dre.
Helmed by Director F Gary Gray (best known for ‘Friday’ and ‘Straight Outta Compton’ and scored by Grammy-winner Adam Blackstone, the creative features callback highlights from each artists’ careers while layering in many of their most iconic songs.
Titled ‘The Call | Pepsi Super Bowl LVI Halftime Show OFFICIAL TRAILER’, the long form spot dropped on 20 January and generated 100,000 YouTube views within its first 24 hours.
Pepsi continues to market around its Super Bowl Halftime Show sponsorship with a long-lead-in and a long tail: the multi-week, pre-game campaign was originally teased on October when the West Coast Rap/R&B superstar line-up (a nod to this year’s host city of Los Angeles at the So-Fi Stadium) was first revealed before ‘The Call’ dropped on 20 January with the full-length film deployed across brand, league and broadcaster TV and social platforms and will continue with a set of 30-second ‘The Call’ cuts airing around the NFL Playoffs and other football linked programming ahead of Super Bowl LVI.
The brand is also running social content and is spotlighting a new ‘Pepsi Super Bowl Halftime Show App’ with behind-the-scenes footage from the video, prop giveaways and the chance to win gear like footballs signed by Dr Dre.
We only have 5 weeks to prepare ourselves for the most epic Pepsi Super Bowl LVI Halftime Show ever If you had to guess, who’s taking the stage first?
Drop your #PepsiHalftime Show predictions pic.twitter.com/VFUVe2oYaJ
— Pepsi (@pepsi) January 9, 2022
The greatest #PepsiHalftime Show of all time is almost here, and you need to be prepared. Go to our app now to learn how you can have a chance to win the ultimate home-viewing experience.
— Pepsi (@pepsi) January 15, 2022
“Given our epic line-up of five superstar talents, we wanted to deliver a cinematic experience that could properly honour 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,” said Pepsi Marketing VP Todd Kaplan.
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This year’s promotion follows on from 2021′s ‘Get Ready For The Weeknd’ as well as Pepsi’s Marshmello Teaser for its 2021 UEFA Champions League Opening Ceremony show and sees the drinks giant develop more creative and provide more media muscle than in previous years, plus the new mobile app also illustrates Pepsi’s multichannel approach.
Pepsi has held the sponsorship rights to the NFL’s Super Bowl Halftime Show since 2012 – although its contract is set to expire after the current season when it has been reported that the league will take the option for the rights to the open market.
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