A commercial titled “Performance,” the first fruit of Britney Spears’ global marketing pact with Pepsi, will debut online via Yahoo! Sunday (March 25), at 6 p.m. ET, two hours before its broadcast premiere during the Academy Awards on ABC. Set in a Pepsi bottling plant, the clip features Spears singing the now familiar “Joy Of Pepsi” jingle, as well as a cameo by former senator Bob Dole.
Taking the idea of a commercial premiere to another level, beginning March 20, Yahoo! Broadcast will offer behind-the-scenes footage of the commercial shoot, a 15-second “teaser” preview, and Spears’ diary documenting the making of the commercial. The site will also host a sweepstakes where fans can win wardrobe and props from the shoot autographed by the artist.
As part of the pact with the soft drink giant, Pepsi will co-sponsor Spears’ upcoming tour, which will include a live HBO broadcast from the MGM Grand in Las Vegas. As previously reported, Spears is working on her next album in Sweden with producer Max Martin, who produced her most recent Jive album, “Oops! … I Did It Again!”
That set, which debuted on top of The Billboard 200 last June, has been certified for sales of 9 million copies in the U.S. by the Recording Industry Association Of America. The album garnered a Grammy nomination for best pop vocal album, while the title track was nominated for best female pop vocal performance.