Summary
- Campaign Name: The Choice of a New Generation
- Product/Focus: Pepsi
- Core Message: Pepsi is the drink for those who are young, trendy, and forward-thinking.
- Key Insight: By rewriting a global #1 hit song (“Billie Jean”) with brand lyrics, Pepsi transformed a commercial into a music video event.
- Year: 1984
“The Choice of a New Generation” was a groundbreaking 1984 Pepsi advertising campaign featuring Michael Jackson, designed to position Pepsi as the trendy, youthful alternative to Coca-Cola.
Ad Plot
The ad begins on a city street where a young boy (a young Alfonso Ribeiro) is dressed exactly like Michael Jackson, moonwalking and dancing with his friends.
- The boy accidentally bumps into the real Michael Jackson, who is hanging out with his brothers (The Jacksons).
- Instead of being annoyed, Michael joins the kids in a choreographed street dance.
- The music is a reworked version of “Billie Jean” with the lyrics changed to: “You’re a whole new generation… you’re the Pepsi generation.” – The ad ends with MJ sharing a Pepsi with the kids, cementing the idea that Pepsi is the “cool” choice compared to the “old” alternatives.
Reception & Recall
This is widely considered the most successful celebrity endorsement in history.
- It reportedly led to a massive spike in sales, narrowing the gap with Coca-Cola significantly.
- Media Shower noted: “Instead of traditional commercials, Pepsi created content that resembled high-production music videos… this became the gold standard for sponsor-artist relationships.”
- It is also tragically remembered as the shoot where Michael Jackson’s hair caught fire due to a pyrotechnic malfunction, an event that dominated global headlines.
