Pepsi + Empire
PEPSI + EMPIRE
When Pepsi became an official sponsor of the 2nd season of FOX’s hit show, “Empire”, the brand challenged us to blur the lines of entertainment and reality. Working closely with Pepsi brand teams and Empire’s writers, we created a 3-episode story arc where main character—Jamal Lyon—is asked to become Pepsi’s next iconic star. What could have easily been just an in-show placement, turned into Pepsi becoming a vital part of the show, laddering up to a 60 second spot, starring Jamal, that capped off the storyline and integration.
CLIENT: Pepsi & Fox AGENCY: BBDO NY ROLE: Copywriter
This was a complex program with a lot of moving parts and pieces. But this video should help explain things.
The idea was simple: To move forward, you have to look back at your past. So, as Jamal get prepared for the largest performance of his career, he goes back to his roots and finds inspiration on the NYC subway. This ad seamlessly played during the episode, making it impossible to tell when the show ended and the commercial began.