Pepsi King’s Court
Pepsi has released “King’s Court”, a commercial developed to be shown during the Super Bowl XLVI, starring X Factor 2011 winner Melanie Amaro and Elton John. Set in a rock-fantasy version of medieval times, the 60 second commercial features Melanie Amaro performing in front of a royal court of rock, including Elton John’s character, the King. The final twist in the commercial involves a cameo appearance by rapper Flava Flav.
Pepsi fans who “Shazam” the spot during the big game will be able to view Amaro’s music video for RESPECT. Pepsi is running an NFL-themed version of Pepsi Sound Off, a social TV platform launched during THE X FACTOR to engage consumers in a real time viewing party with celebrity hosts. Digital programming also extends to a partnership with Pandora providing fans with a Pepsi-curated Super Bowl-themed station to listen to before, during and after the game. A partnership with social network et Glue allows users to check-in and unlock exclusive content and free Pepsi.
The Pepsi King’s Court campaign was developed at TBWA\Chiat\Day, Los Angeles, by chief creative officer Rob Schwartz, group creative director Brett Craig, creative director Brett Craig, creative director Xanthe Wells, art director Kristina Krkljus, copywriter Armando Samuels, executive director of integrated production Richard O’Neill, executive producer Mila Davis, senior producer Nancy Sanders, assistant producer Stephanie Dziczek, managing director Bill Brooks, group account director Mike Litwin, account director Tara Mellett, account supervisor Andrew DeBenedictis, account executive Erik Wade, group planning director Oke Mueller, director of digital/integrated strategy Justin Acuff, senior account planner Natalie Puccio, director of business affairs Linda Daubson, senior business affairs manager Laura Drabkin, talent payment manager Maryam Ohebsion, and broadcast traffic coordinator Eugene Gandia.
Editor was Haines Hall at Spot Welders with executive producer David Glean, producer Shada Shariatzadeh and assistant editor Paul Sabater.
Visual effects were produced at Method Studios by VP of production Gabby Gourrier, executive producer Stephanie Gilgar, VFX supervisor Ben Walsh, DFX supervisor Doug Luka, VFX producers Krystina Wilson and Sascha Flick, VFX coordinator Anastasia Von Rahl, lead Flame compositor Jay Hawkins and matte painter Nick Hiatt.
“Hot in Herre” was written by Charles L. Brown, Cornell Hayes and Pharrell Williams and arranged at Human Worldwide. “Respect”, written by Otis Redding, was performed by Melanie AMaro and produced by Tor Erik Hermansen, Mikkel Storleer Eriksen / Stargate.
Sound was designed by Brian Emrich at Trinitite Studios.