For the last month, Pepsi has been providing fans across the country with an early taste of the most exciting 12 minutes in music and entertainment in the first ever Pepsi Super Bowl Halftime Show campaign. Now, with the Pepsi Super Bowl Halftime Show just days away, Pepsi is giving fans even more to get excited about with the next installment of its Halftime Show campaign starring The Weeknd.
Today, Pepsi is debuting its second national TV ad starring The Weeknd in support of the Super Bowl LV Halftime Show. Titled “The Walk,” the spot, voiced by The Weeknd’s life-long friend and creative director La Mar Taylor, picks up right where the first national TVC “Get Ready” left off, with The Weeknd pulling into the stadium for Super Bowl gameday, ready to take the stage. Viewers watch as The Weeknd walks the tunnel toward the field, reflecting on his musical journey and meteoric rise in music and entertainment over the last decade. Looking back on a career that began in the underground Toronto music scene, the spot comes to a close and viewers see The Weeknd take it all in before starting the next chapter of his legacy with the biggest moment in his career to date – stepping onto the Pepsi Super Bowl Halftime Show stage.
The spot is set to air on CBS right before Super Bowl LV kick-off, a fitting countdown to The Weeknd’s performance. But first, Pepsi is rewarding fans by dropping it a few days early on its digital fan hub, PepsiHalftime.com (accessible online and through unique QR codes on Pepsi Halftime Show packaging); a continuation of the massive Pepsi brand Halftime Show campaign, taking the most exciting 12 minutes in music and entertainment and blowing it out for consumers around the country with a slew of consumer touchpoints and experiences.
“This year, we turned a 12-minute performance into a six-week immersive experience that brings fans closer to The Weeknd like never before as he prepares to perform on the world’s biggest stage – the Pepsi Super Bowl Halftime Show. With our introduction of ‘The Walk,’ new augmented reality experiences, and an ongoing look behind the scenes, we are hoping that fans will continue to ramp up their excitement and anticipation for his performance,” said Todd Kaplan, Vice President of Marketing – Pepsi. “The Weeknd is one of the most dynamic performers in the world, and is always pushing the limits of creativity with his commitment to the characters and storylines he develops, and we’re excited to share his vision with fans in a whole new way.”
In addition to the new spot, Pepsi is giving fans a variety of ways to be a part of the Pepsi Super Bowl Halftime Show from home including:
- New Content on PepsiHalftime.com
- AR Portal – Fans can get immersed in the history of The Weeknd, putting themselves in his shoes and walking the tunnel shown in “The Walk.”
- Behind-the-Scenes Footage – Pepsi is giving fans an inside look at how The Weeknd’s Pepsi Super Bowl Halftime Show stage came to life.
- #TakeHomeHalftime Sweepstakes on Twitter
- For the first time ever, Pepsi wants you to be a part of Pepsi Super Bowl Halftime Show History! On gameday, Pepsi will be giving away parts of The Weeknd’s Super Bowl Halftime Show set as well as pieces of his outfit he wore during the show.
- Fans will have the chance to win a piece of Halftime History on Twitter via flash style sale immediately following the show.
- #PepsiHalftimeChallenge
- Pepsi is taking over TikTok with the #PepsiHalftimeChallenge,inviting fans to film their rendition of a Pepsi Halftime Show performance to The Weeknd’s new song “Save Your Tears.”
- Fans will be using a branded effect, via AR and provided by Pepsi, leveraging elements from this year’s Halftime Show visual identity.
- To kick this off, we are excited to partner with the TikTok Creator network, engaging some fan favorite content creators.
- Custom Pepsi Super Bowl Halftime Show Emojis
- Pepsi is giving fans all the tools they need on social to show their friends how excited they are about the Halftime Show, creating two custom The Weeknd-inspired emojis that appear when you type in #PepsiHalftime, #TakeHomeHalftime and #SuperBowlWeeknd on Twitter.
- The brand is excited to be the first advertiser in the U.S. to have a custom emoji on TikTok!
- #SuperBowlWeeknd Twitter Sweepstakes
- In the 2 – 3 days leading up to the Super Bowl, Pepsi will invite fans to tell the world what they’re most excited about for The Weeknd’s Halftime Show performance by tweeting with the hashtag #SuperBowlWeeknd. By using the hashtag, fans are entered for a chance to win exciting prizing including a unique The Weeknd collectible, Pepsi, and wings.
Image Credit: Pepsi
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