The trailer makes liberal use of special effects that bring five major legacies into the future, signaling the enduring star power that should make this year’s show a standout event.
Ahead of the major musical event, Pepsi debuted a futuristic, nearly four minute-long trailer titled “The Call,” featuring Eminem, Snoop Dogg, Mary J. Blige, Kendrick Lamar and Dr. Dre. This is the first time the brand has gone through such lengths to advertise its Halftime show since it took over sponsorship in 2013.
“The significance of this Halftime show is not lost on us,” Todd Kaplan, Pepsi’s vp of marketing, tells Adweek. “This is a massive, earth-moving level of talent that we have here. We want to make sure we do [it] right.
In the spot directed by lauded film director F. Gary Gray (Friday, Straight Outta Compton), each performer is seen in the throes of their own creative process. While Eminem is in the lab lyrically facing off with Slim Shady, Blige is at the center of a photoshoot that continues her legacy as a fashionable influence. Snoop Dogg and Dr. Dre take in the coastal sceneries that have inspired their music for decades while Lamar pours over potential lyrics quietly at his desk. All five performers are eventually called to the SoFi Stadium in Inglewood, Calif., where they will perform together for the first time ever during the Big Game.
With VFX by The Mill. Discover the full story via Adweek and stay tuned for more features by The Mill at Super Bowl 56.