Yippee!!! It’s almost here. Half time on February 2, 2014.
Oh wait Bronco’s and Seahawks fans…A lot is set to happen before Bruno Mars hits the stage at Super Bowl XLVIII!
But brands are getting a jump on all the action this year. Take Pepsi, the half time show sponsor is not waiting until Super Bowl Sunday to show you their game plan.They’ve started bringing music and sports fans the goods already — with a comprehensive advertising campaign designed to get you in the halftime spirit.
*It’s no secret that Beyonce has not only supported Michelle Obama’s Let’s Move fitness campaign, but has even joined the First Lady in at least one event supporting the initiative.
This is why a group of people are questioning her $50 million promotional deal with Pepsi, reports The Huffington Post.
Like Coca-Cola, Pepsi has long been criticized for targeting children (and adults) with sugary drinks that, when consumed in excess, have negative effects on long-term health. In a new interview with Flaunt, Beyonce soft-handles the idea that her involvement with both the First Lady’s plan and Pepsi constitutes blatant hypocrisy:
Q: Some were critical at your participating in a Pepsi campaign after you moved your body for childhood obesity. Where is the balance between your career objectives and your philanthropy?
Bey: Pepsi is a brand I’ve grown up seeing my heroes collaborate with. The company respects musicians and artistry. I wouldn’t encourage any person, especially a child, to live life without balance.
Limited edition Pepsi can developed in partnership between Pepsi and Beyonce
“Knowles is renting her image to a product that may one day be ranked with cigarettes as a killer we were too slow to rein in,” Mark Bittman wrote in the New York Times. “From saying, as she once did in referring to Let’s Move, that she was ‘excited to be part of this effort that addresses a public health crisis,’ she’s become part of an effort that promotes a public health crisis.”
Beyonce’s deal includes not only traditional ad spots, but also gives the company a stake in her art. By funding certain creative endeavors, Pepsi opens new investment avenues, while the singer is freed from worrying about finding the cash to support her projects.
Jay-Z’s Samsung deal may or may not have been similar on paper, but that the rapper’s album, “Magna Carta Holy Grail,” went platinum upon its release because the tech giant purchased 1 million copies to dole out to app users for free seems to align with the idea behind the Pepsi deal. (Beyonce and Jay-Z were 2012′s highest-paid celebrity couple.)
Beyonce’s biggest projects with Pepsi to date have been her “Mirrors” commercial, in which the singer debuted a new song, “Grown Woman,” and the Super Bowl halftime show, which the beverage company sponsored. Beyonce also has a massive deal with H&M and premiered “Standing in the Sun” in an ad for the clothing chain.
PepsiCo, the company that makes Pepsi and Mountain Dew soda drinks has announced that it is severing its agreement with Lil Wayne in the wake of his crude reference to civil rights martyr Emmett Till in a song.
The company had signed the rapper to to promote its Mountain Dew brand. However, things went south for both Wayne and Pepsi when voices of protests about his rap on the Future’s song “Karate Chop” started growing louder.
In the song, he used civil rights icon’s brutal death as metaphor for rough sexual intercourse. Till, a black teen from Chicago was visiting family in Mississippi in 1955 when he was killed, allegedly for whistling at a white woman.
PepsiCo Inc. said in a statement Friday that Lil Wayne’s “offensive reference to a revered civil rights icon does not reflect the values of our brand.”
The saga may be over for PepsiCo and Lil Wayne, however, the rapper still has issues with Emmett Till’s family because he hasn’t issued a satisfactory apology as far as they’re concerned.
If you haven’t seen it, the ad features a goat named Felicia, an older beaten to the pulp white woman (a waitress) and five black men, including the goat in a police line-up. As far as most folks are concerned, right there you have a problem called racial stereotyping.
You see, the waitress, in bandages and on crutches, gets intimidated by Felicia the Goat (voiced by Tyler) and runs out of the police station screaming. Activist blogger/journalist Dr. Boyce Watkins couldn’t take it and wrote a post on his site, YourBlackWorld.net taking Mountain Dew and Tyler to task for what he described as “corporate racism.”
Tyler The Creator
But like we say, we bet Tyler didn’t see it that way. In an MTV News piece, he says he saw it as a way to take his wild, child-like creativity to new heights. When he debuted the final installment of his three-part commercial in New York City on April 24, the Odd Future ring leader was proud of his creation.
At first Tyler didn’t want to get his hopes up after learning that the soft drink company was interested in hearing his pitch, but at the urging of his manager Christian Clancy, the rapper/producer and noted video director took the meeting.
“I’m gonna tell them some stupid idea I come up with five minutes before the meeting and they’re gonna think it’s f—in’ retarded,” Tyler told veteran hip-hop journalist Elliott Wilson onstage at his #CRWN interview series just minutes before debuting the commercial in question for a live audience. “I’m so used to people saying, ‘That’s f—ing retarded and I’m looking at Clancy like, ‘Yo are they serious’ and they actually liked it.”
The first commercial in the series follows Felicia the Goat (again, voiced by Tyler), who attacks a waitress after she fails to bring mass amounts of Mountain Dew. The second spot finds the goat eluding the police after a highway stop, and in the controversial third ad, the goat stands in a police lineup in the middle of five black men. The waitress, in bandages and on crutches, gets intimidated by the Felicia the Goat and runs out of the police station screaming.
That brings us to today. Under pressure, Pepsi yanked the Mountain Dew spots and issued the following statement:
“We apologize for this video and take full responsibility. We have removed it from all Mountain Dew channels and Tyler is removing it from his channels as well.”
Yes Tyler, Pepsi absolutely loved your immature, “child-like” idea. It got them just what they wanted, lots of attention. Unfortunately, it was too much for them to handle. And it sounds like you’re still clueless as to what you’ve created.
However, in the wake of the outcry over the ad, Tyler’s manger, Christian Clancy, says we’re wrong and Tyler meant no harm.
“It was never Tyler’s intention to offend however,” Clancy wrote in a statement he issued to MTV News and posted on his Tumblr on Wednesday (May 1). “Offense is personal and valid to anyone who is offended. Out of respect to those that were offended the ad was taken down.”
Read the full story at MTV News. Watch the controversial ad below:
*The rumored Pepsi Beyoncé partnership is actually true.
There’s proof the pair have agreed to some terms for an ad campaign that was officially launched Thursday. The singer’s Facebook page revealed a series of pop art photos for the latest Pepsi ad.
And in other Beyoncé news, the singer’s name has been mixed up with some financial funny business in Nigeria. According to reports, the country’s president, Goodluck Jonathan is being accused of paying her and Jay Z to come out and perform during a music festival in 2006. The money, however came out of his state’s poverty alleviation funds.
And speaking of international dealings, Bey’s international tour in particular shows she’s got fans who will fight to see her in concert. Tickets for the UK dates sold out in just over 10 minutes, leading to some violence at the Manchester Arena box office.