Pepsi Calls Audible: 1D To "Suit Up" In Football Pads "Live For Now" Campaign Featuring One Direction and NFL Quarterback Drew Brees has New Twist
PURCHASE, N.Y., Nov. 8, 2012 /PRNewswire/ -- Pepsi will reveal a surprise ending to their current "Live For Now" television commercial featuring chart-topping pop stars One Direction and NFL Quarterback
Drew Brees. The new creative offers a twist-ending featuring the One Direction band members getting a taste for football. The spot begins airing tonight on FOX.
The ad centers around a friendly showdown for the last can of Pepsi. The original spot features One Direction inviting Brees to join the band so that One Direction member, Harry Styles, can enjoy the refreshing Pepsi. In the new edition of the spot, Brees gets to keep the Pepsi and, in return, offers the band a chance to try out for the football team. Fans can tune in tonight to see U.K. band One Direction as they have never been seen before – suited up in American football gear.
"Our latest 'Live For Now' spot has received an enormous amount of buzz and online excitement," said Angelique Krembs, VP Marketing, Pepsi. "But the story doesn't stop there. We had to ask, 'What would happen if Drew won the last can of Pepsi?' And of course everyone wants to see the boys from 1D suit up in football gear and have some fun."
The campaign, which continues to include television ads and newly released behind-the-scenes digital content, was produced by TBWA/Chiat Day, directed by Baker Smith, and features One Direction's chart-topping single "Live While We're Young."
In addition, Pepsi fans who "Shazam" the new iteration of the spot on both TV or online will be able to view exclusive new content, as well as link back to iTunes to purchase One Direction's new single "Live While We're Young."
Tune in to THE X FACTOR® tonight, Thursday, Nov. 8 (8:00–9:00 PM ET live /PT tape-delayed) on FOX, to see the surprise ending of Pepsi's popular commercial, along with a two-song performance by One Direction.
Follow Pepsi on Twitter.com/Pepsi and join the conversation with @pepsi on www.pepsi.com, #1DB.
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also, means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.
About One Direction
One Direction – Niall Horan, Zayn Malik, Liam Payne, Harry Styles and Louis Tomlinson – were discovered on the U.K.'s "The X Factor" in 2010. The band quickly gained a following to become one of the competition's all-time most popular acts, finishing in the final three and garnering a gigantic and loyal fanbase along the way. In March 2012, One Direction's debut album, "Up All Night," made U.S. history, as it was the first time a U.K. group's debut album entered the U.S. Billboard 200 chart at No. 1. The band has sold over 12 million records worldwide. On Nov. 13, One Direction will release its sophomore album, "Take Me Home," which includes the No. 1 single, "Live While We're Young."