Wyclef
Jean
has signed on with Pepsi in his first everadvertising campaign, in a year long marketing agreement.
The relationship calls for creative collaboration on new Pepsi
advertising, including a new original Appearing in his first
advertising campaign of any kind, hip-hop sensation Wyclef
Jean is partnering with Pepsi-Cola in a yearlong marketing
agreement. The relationship calls for creative collaboration
on new Pepsi advertising, including Wyclef’s take on the "Joy
of Pepsi" song.
Starting next
week the first of two new TV commercials will air on MTV,
BET and the WB. "We’re thrilled to have Wyclef Jean joining
the Pepsi family," said Charlee Taylor-Hines, director
of urban and ethnic marketing, Pepsi-Cola Company. "Wyclef’s
music connects different cultures in a remarkable way. Much
like Pepsi’s ads bring together generations and cultures of
people — his music and our ads are a great combination."
The first new
television ad "Brazil" is set on the white, sandy
beaches of beautiful Rio de Janeiro. It opens with Wyclef
enjoying a relaxing moment by the beach, when suddenly he’s
drawn to the infectious beat of authentic Brazilian drummers.
Along the way, Wyclef encounters a young Brazilian boy who
emulates his moves. It’s not long before Wyclef finds himself
in the midst of a beach celebration, contributing his own
unique style and sound, with a little help from Pepsi, and
the beat of his new young friend.
In "Studio,"
which begins airing in June, Wyclef is in a recording studio
doing what he does best — fusing a collection of different
sounds from cultures including Brazil, India, and Jamaica.
Although the new mix is hot, something is missing. With a
sip of a Pepsi, Wyclef finds the finishing touch he’s looking
for — his refreshing "ah." The spot cuts to a club
scene where Wyclef’s new "Pepsi" beat leaves the
audience chanting for more.
In addition to
appearing in TV commercials, Wyclef will be featured in radio
ads, print executions, in-store merchandising materials and
on Pepsi’s website, http://www.pepsi.com.