Ad of the Day: Beyoncé Sizes Up Her Past Selves in Explosive New Pepsi Spot | Adweek
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Ad of the Day: Pepsi

Beyoncé sizes up her past selves in 180 LA's explosive new spot

The spot also teases the pop star's upcoming single.

It's been a big year for Beyoncé. She sang (sort of) at President Obama's second inauguration, performed a colossal Super Bowl halftime show, starred in a 90-minute HBO "documentary" chronicling her fabulous existence, and is currently gearing up to release her fifth studio album. And it's only April.

Now, as the pop superstar continues on her path to total world domination by 2014, Pepsi is releasing a new spot from 180 LA commemorating Queen Bey's decade as the brand's fiercest spokeswoman.

In the minute-long video, featuring a preview of Beyoncé's upcoming single, titled "Grown Woman" (always subtle, that one), the singer goes into a dance studio to practice her moves. Upon popping open a cold can of Pepsi (and flashing some sick nail art in the process), Bey looks up to find a reflection of herself from her "Bootylicious" Destiny's Child days staring back—wearing a stretchy, one-shouldered, berry-colored ensemble that most Dancing With the Stars contestants would deem too tacky.

Other past Beyoncés begin appearing in the mirrors: short-shorted "Crazy in Love" Beyoncé, alter ego Sasha Fierce from the "Single Ladies" video, and a slew of others. Present-era Bey matches their boob shakes and hip thrusts move for move, proving that even at the practically geriatric age of 31, she's still got it.

The presence of multiple Beyoncés proves to be too much for this mortal world, and the mirrors shatter under the weight of the magnificence within. Having successfully vanquished her rivals through dance—for the only force strong enough to threaten Beyoncé is Beyoncé herself—Queen Bey takes a sip of her life-giving (non-diet!) Pepsi.

"Embrace your past, but live for now," she advises, and struts off to continue taking over the universe.

CREDITS
Client: Pepsi
Spot: "Mirrors"

Agency: 180 Los Angeles
Global Chief Executive Officer: Mike Allen
Managing Partner, Executive Creative Director: William Gelner
Creative Directors: Matthew Woodhams-Roberts, Dave Horton
Creatives: Aramis Israel, Julia Tsao
Managing Partner, Executive Producer: Peter Cline
Senior Producer: Lorraine Kraus
Managing Partner, Chairman: Chris Mendola
Account Director: Lauren Lombardo
Account Manager: Frith Dabkowski
Director of Business Affairs: Loretta Zolliecoffer

Production
Production Company: Believe Media
Director: Jake Nava
Executive Producers: Liz Silver, Luke Thornton, Gerard Cantor
Line Producer: Benedict Cooper

Editing
Editing Company: Cut+Run
Editors: Joel Miller, Sean Stender, Steve Gandolfi, Julia Knight
Managing Director: Michelle Burke
Executive Producer: Carr Schilling

Transfer
The Mill
Colorists: Adam Scott, Shane Reed
Executive Producer: LaRue Anderson
Color Producer: Sarah Laborde

Special Effects
Framestore
Creative Director: Aron Hjartarson
2-D, Flame Lead: Alex Thomas
3-D Lead: Ben West
Flame: Ben Cronin, Mark Beardall, Savneet Nagi, Jodi Tyne
Computer Graphics Effects: Dean Grubb, Jon Balcome, Gary Laurie
Executive Producer: Kati Haberstock
Producers: Mary Nockles, Bethan Thomas

Mix
Eleven Sound
Mixer: Jeff Payne

Music
Beyoncé, "Grown Woman"

Sound Design
Trinitite
Sound Designer: Brian Emrich

Client Credits
President, Global Beverage Group: Brad Jakeman
SVP Brand Engagement: Frank Cooper
VP Advertising: David Foulds
VP Consumer Insights: Deb Benovitz
Sr. Marketing Director (Global Consumer Engagement): Ellen Healy
Sr. Director Brand Marketing: Gary So
Sr Director Communications Susan Novak
Marketing Director: Juliet Armstrong

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