NEW YORK Pepsi is launching a cinema spot featuring Jennifer Lopez, Beyonce and soccer star David Beckham that will only run in markets outside the U.S., the company said.
The noir-ish, two-minute spot is set in Hong Kong and opens inside a dojo, a place where martial arts are studied and practiced, and shows two masked, leather-clad figures practicing their fighting moves. The two peel off their masks revealing that they are the two female singers. Instead of breaking into song, however, they jump onto motorcycles and tear through the streets of Hong Kong on a secret mission.
Entering a darkened club full of underworld figures, a stranger in the corner observes them as they order two Pepsis. As the others in the club try to intimidate the women, they tap their martial arts skills and remain the only ones in the club left standing, except for the stranger who turns out to be Beckham. They acknowledge him and then leave, Pepsis in hand.
Omnicom Group's CLM BBDO in Paris created the spot, which breaks at the end of February.
In a statement, Lopez said, "I have done some action movies before, so I was a little ahead of the game. This one, however, was very hard because I had to learn the moves on the spot. That said, it was great as we got to kick some butt!" In a statement, Beyonce said the spot "looks great," while Beckham proclaimed the experience of working with the two women "incredible."
Salman Amin, CMO of PepsiCo International, said in a statement, "We at Pepsi have always committed ourselves to bringing consumers the best that there is to offer from the worlds of [soccer] and music. This time we have brought the two worlds together in a combination that we believed would create a fantastic piece of activity. We believe we have been proven right and now consumers will have the opportunity to see it for themselves."