The NFL has announced its list of superstar celebrities performing on the 2022 Super Bowl Halftime stage, with the theme celebrating the impact of hip hop.
Ahead of the major sporting music 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.”
The Super Bowl will take place for the first time in 30 years in Inglewood, California at SoFi Stadium, home to the Rams and Chargers.
The Super Bowl halftime show is renowned for hosting some of the best performers in the world including; Micheal Jackson, Stevie Wonder, Beyonce’, Prince, The Rolling Stones and more.
Now the likes of Eminem, Dr Dre, Snoop Dogg, Mary J. Blige and Kendrick Lamar will join this extensive list of historic Superbowl performers, celebrating the theme “impact of hip hop.”
Pepsi vice president, Todd Kaplan, said in the NFL’s announcement: “Artists like Dr. Dre and Snoop Dogg were at the forefront of the West Coast hip hop revolution, so to be able to bring them back to LA, where it all began alongside Eminem, Mary J. Blige and Kendrick Lamar will prove to be an epic, unforgettable celebration of the impact hip hop has today.”
“The Pepsi Super Bowl Halftime Show has become a landmark cultural moment, bringing about some of the most iconic performances over the years – from JLo and Shakira to Lady Gaga to The Weeknd.
“We are thrilled to bring together such an incredible array of talented, record-breaking musicians to put on a performance for the ages,” Kaplan said.
While performances are a significant part of the Super Bowl fandom, so are the commercials, with this year 30-second ads selling for a record $6.5 million.
NBC says they only have a “few ad units left”, and are purposely holding them back until closer date. Now presumably sold out.
“The Call” leads the brand’s larger pre-show campaign, which includes the recent launch of Pepsi’s Super Bowl Halftime Show app. According to the brand, the new platform will include behind-the-scenes footage, sweepstakes, and immersive experiences leading up to the main event.
Due to the NFL’s expanded schedule, the Super Bowl will be held a week later then usual on Sunday, Feb. 13, 2022