X Factor and Pepsi are in a $60 million endorsement deal that gives the soft drink giant the opportunity to return to its old habits of aligning itself with the music industry and its biggest stars.
Iconic ads that ran during previous years' Super Bowls featuring Michael Jackson, Britney Spears and Ray Charles have been sampled and included in a new sixty-second spot with Pepsi's latest tagline: "Where there's Pepsi, there's music." Spliced in alongside them are Kanye West and Mariah Carey. Video posted below.
Advertising Age reports that in another TV spot, celebrity endorser Kevin McHale, who plays the character Artie on the hit show "Glee" promises viewers: "With Pepsi you'll experience the show in ways you have never imagined. ... So, get ready to be part of music history."
In August 2011, at the Television Critics Association’s summer press tour in Los Angeles, Cowell told the media about the Pepsi commitment to X Factor. Along with being a sponsor of some magnitude, Pepsi has agreed to feature the winner of "X Factor" in an ad to run during the 2012 Super Bowl.
“In addition to a $5 million contract, Pepsi are giving the winner(s) of the show their own TV commercial in the Super Bowl," Cowell said. Read the full story, here.
X Factor airs on Fox, the network that originally brought us Simon Cowell as the tough judge on "American Idol." The music competition show is hosted by Steve Jones, who told media how eager he was to get the job.
"When they said, 'Would you like to host American X Factor?' I said, 'Yeah! I'd do it with a co-host, with three hosts, next to a donkey, I just want to host that show."The Jones has hosted variety television shows in Great Britain and acted in more than a couple of feature films in the past few years, according to The Hollywood Reporter.
Jones was originally supposed to co-host with former Pussycat Dolls member Nicole Scherzinger, who eventually was added to the panel of judges that includes, Paula Abdul, Simon Cowell and music mogul L.A. Reid.
CNN.com claims that Cowell's marketing costs to launch the show total $35 million. It isn't any wonder why the Pepsi deal was important to the program's bottom line.
X Factor has big shoes to fill. It has been the highest rated program in the UK for eight straight years and debuts after long-time ratings leader American Idol has taken a bit of dip in popularity. Image credit: Wikimedia Commons