Beyonce gets her campaign for Pepsi rolling with a new commercial that doubles as a tease of her new song.
The 31-year-old’s relationship with the soft drink was put on full display at this year’s Super Bowl. Pepsi sponsored her halftime show and debuted its first ad with the singer.
Incidentally, rival Coke has responded by signing Taylor Swift to rep for its Diet Coke brand.
The concept behind the Pepsi commercial, produced by agency 180 LA, is about Beyoncé reliving her past and exploring her future.
In a behind-the-scenes video on the making of the commercial, Director Jake Nava says the premise is Beyoncé rehearsing her dance routine for her new single. She takes a break and takes a big gulp of Pepsi.
“When she drinks that Pepsi, she gets joined in the rehearsal space by various previous incarnations of herself,” he explains.
Her dance routine was also crafted just for the 60-second spot.
Beyoncé is reportedly taking an active role in the partnership. She has creative control over the ad contents and is even involved in designing a Pepsi can with her likeness.
“She is at the epicenter of pop culture,” Brad Jakeman, president of PepsiCo’s Global Beverages Group, said in a statement. “We couldn’t have asked for a better creative partner.”
“Grown Woman” is set to debut on April 8. Timbaland handled production.
Check out the ad below and the behind-the-scenes video and be sure to follow TheImproper on Twitter for the latest music updates.