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Pepsi: Paint it Black

Client: Pepsi
Date: Jan 2020
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To bring Pepsi Zero Sugar to the world’s biggest stage during Super Bowl LIV, Pepsi teamed with Missy Elliott and Grammy-Award winning breakout star H.E.R., who, with co-producer Timbaland, created a bold new version of the classic hit Paint it Black. This new version will be the soundtrack to 'Zero Sugar. Done Right.,' a music-video-inspired 30-second Super Bowl commercial promoting the new matte black Pepsi Zero Sugar can.

“I’ve been following H.E.R.’s career closely; her talent is undeniable,” said Missy Elliott. “When the opportunity came up, to not just work together but collaborate and create something all our own, we had to make it happen. I called up Timbaland and Sean Bankhead, I got the best of the best to make sure we brought the noise and did Pepsi Zero Sugar right.”

Said H.E.R.: “Everything about this experience – from the music, to the shoot, to the collaboration with an icon like Missy – it was really special. Pepsi gave us the creative liberty and platform to create this song and the video, it’s an honor and I think people will appreciate how real we tried to be with the final product.”

In a bold challenger move, 'Zero Sugar. Done Right.,' starts with H.E.R. holding a red can that transforms into matte-black Pepsi Zero Sugar as she sings “I see a red door, and I want it painted black.” From there, H.E.R. breaks away from the conventional red world, joining Missy in the Pepsi Zero Sugar world – an energetic place of bold, unapologetic fun.

The commercial itself is a mass scale visual tour de force featuring choreography by Sean Bankhead and is inspired by Missy Elliott music videos and past iconic Pepsi spots with some of music’s biggest stars.

In the days leading up to Super Bowl LIV and Halftime Show performance, Pepsi will host the Pepsi Zero Sugar Super Bowl party featuring Harry Styles, Lizzo and Mark Ronson and a number of parties at Pepsi Zero Sugar Neon Beach at the Clevelander Hotel – featuring Snoop Dogg, Lil Jon, Fat Joe, Farruko and many more.