Beyonce Pepsi Ad: Singer Embraces 'Past' Sasha Fierce (VIDEO)
Beyonce debuted her new Pepsi commercial Thursday as part of a co-branding deal estimated to be worth $50 million.
The Grammy award-winning singer had fans in a frenzy Wednesday when she released a 6-second teaser video advising viewers to tune in for an announcement early Thursday. At 9 a.m. ET, Beyonce debuted a 60-second ad which marks the singer's fifth TV ad for Pepsi since 2002.
The ad begins with the pop star practicing risqué dance moves before quenching her thirst with none other than a cold can of Pepsi.
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Beyonce then appears to be bewildered when she sees mirror images of her alter ego Sasha Fierce from past music videos including her hits "Bootylicious," "Crazy In Love," "Single Ladies;" "Love On Top;" "Naughty Girl" and "Baby Boy."
The singer eventually embraces the images and even dances to an upbeat track along with her reflections in the mirror.
"Embrace your past, but live for now," she says in closing.
In December it was revealed that Beyonce, 31, signed a lucrative new deal with Coca-Cola's rival as part of an effort to collaborate and evolve both brands. The ad concept is not surprising, considering the singer recently revealed that she will no longer use Sasha Fierce in her work.
"Sasha Fierce is done. I killed her," Beyonce told Allure magazine.
The married mother of one previously adopted the alter ego in a bid to gain confidence during performances. Sasha Fierce previously helped Beyonce comfortably transition from shy to sexy before putting on high energy performances, but she insists that she no longer needs an alter ego.
"I don't need Sasha Fierce anymore, because I've grown and now I'm able to merge the two," she explained.
The multifaceted and lucrative Pepsi deal allows Beyonce to promote her own personal projects, which include an upcoming album due for release in 2013.
At the same time, she will promote the Pepsi brand through scheduled appearances like her widely applauded Super Bowl XLVII Halftime Show, which Pepsi sponsored. Beyonce will also appear on limited edition Pepsi cans.
"Consumers are seeking a much greater authenticity in marketing from the brands they love," said Brad Jakeman, president of PepsiCo's global beverage group.
"It's caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration," he added.
To watch Beyonce's latest Pepsi commercial, click below (WARNING: Adult content).
