To commemorate its one hundred and twenty fifth anniversary, Pepsi is resurrecting some of its most legendary advertisements. Many have been shared once again on YouTube, and some will grace the screens during this year’s MTV Video Music Awards on September 12. Among the commercials set to make a comeback is Madonna’s notorious 1989 “Like A Prayer” ad, which caused quite a stir at the time.
Despite the fact that decades ago, Pepsi lost millions of dollars on the ad and hurt its brand image with countless consumers, the company has changed its mind. What was once a massive problem is now something to look back on with joy, and Madonna’s ad is set to air on TV once more, decades after it first hit the small screen.
In 1989, a seismic announcement shook the media landscape as Pepsi-Cola revealed a groundbreaking partnership with then-rising pop star Madonna. The deal was worth a staggering $5 million, which at the time was a neatly unheard of sum for such a brand contract.
The deal was centered around her song “Like a Prayer,” which would be used for an upcoming television commercial. The collaboration went beyond just a TV spot, as it also encompassed Pepsi supporting for Madonna’s then-upcoming global tour.
The ad was meant to showcase “Like a Prayer,” providing Madonna and her label with an unprecedented opportunity to introduce the new song to millions all around the world in essentially free advertising.
The day following the debut of Madonna’s Pepsi commercial, which was seen by a massive audience, controversy erupted when the official music video for “Like a Prayer” premiered on MTV. The provocative visual, laden with controversial religious imagery, triggered a global backlash, particularly from Christian organizations, including the Vatican.
Pepsi apparently hadn’t anticipated the issue, as the commercial portrayed Madonna as not necessarily innocent, but certainly not controversial or sexual. The problems that arose weren’t specifically with the ad, but since it used the brand new song, and the single’s video was so taboo, they were inextricably linked.
In response to incredible pressure from various religious groups around the world, Pepsi quickly pulled the plug on the campaign just as it was beginning. The beverage company did what it could to explain the difference between the two, but the damage was done. Then, it looked to distance itself from the singer entirely. Amazingly, Madonna kept the millions, which surely resulted in a huge loss for Pepsi.
Now, as we fast forward to 2023, Pepsi has chosen to embrace this controversial moment from its past and reintroduce Madonna’s “Like A Prayer” commercial to a new generation of viewers during the MTV Video Music Awards. Time has indeed changed things, and what was once a scandalous chapter in the company’s history is now a celebrated part of its advertising legacy.
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