SALON

Friday, May 4, 2012 3:20 PM UTC

Pepsi’s creepy Jackson revival

A ghoulish new campaign brings him back from the dead. Maybe it's time to stop looking backwards

By

Topics: Advertising, Michael Jackson

Pepsi's creepy Jackson revivalMichael Jackson (Credit: Reuters/Kimimasa Mayama)

As if Michael Jackson wasn’t creepy enough when he was alive. The self-proclaimed King of Pop, who died nearly three years ago, is making a return via a new Pepsi campaign. The fabulously un-self-aware tagline? “Live for Now.”

The corporation is set to festoon one billion cans of Pepsi around the world – that’s one billion cans – with the singer’s unmistakable silhouette. It’s a bold move for a company whose most famous association with Jackson is that back in 1984, his hair caught fire filming a commercial for them. Jackson’s estate orchestrated his sponsorship resurrection, and a family spokesperson confirmed to the Wall Street Journal Thursday that “more such marketing agreements are planned.” Did anyone else just feel that collective shudder of revulsion?

Even dead, Jackson is a massive draw. He’s currently the subject of a global Cirque du Soleil tour with the horror movie title “Immortal.”  And Pepsi knows that overseas – especially in markets like Asia — his brand is as ubiquitous and American as well, cola.

Bringing back the dead is a peculiar – if increasingly common – gambit. Now that the earth has run out of living celebrities, they’ve had to revive Tupac to perform at Coachella  and Grace Kelly to make kissy face with Charlize Theron to sell perfume.  They even had to dig up Martin Luther King Jr., to pitch for Mercedes-Benz.

There comes a time when a celebrity passes into our iconography. Today, seeing the images of Elvis and Marilyn and James Dean in different pop culture contexts barely seems any stranger than fake Abraham Lincolns selling cars in February. And why wouldn’t Jackson’s people wring a few more opportunities out of his incredibly lucrative image? Somebody’s got to pay for all those $10 million mansions.

Senior PepsiCo marketing executive Frank Cooper told the WSJ that the new campaign will be both “respectful” and “forward looking.” It may be respectful. But there’s nothing “forward” about the dead. Jackson’s image survives as an easy symbol of pop music, but the man whose life ended from propofol intoxication three years ago, whose doctor is currently serving time for involuntary manslaughter, couldn’t seem less like the right spokesman for the notion of “living for now.”

Mary Elizabeth Williams

Mary Elizabeth Williams is a staff writer for Salon and the author of "Gimme Shelter: My Three Years Searching for the American Dream." Follow her on Twitter: @embeedub. More Mary Elizabeth Williams.

Next Article

You Might Also Like

More Related Stories

Featured Slide Shows

The week in 10 pics

close X
  • Share on Twitter
  • Share on Facebook
  • Thumbnails
  • Fullscreen
  • 1 of 11
  • Serena William in an emotional moment during the final women's French Open match against Russia's Maria Sharapova. Williams won 6-4, 6-4, while Rafael Nadal defeated fellow Spaniard David Ferrer 6-3, 6-2, 6-3 in the men's finals on Sunday.
    AP/David Vincent

  • Ongoing anti-government protests at Taksim Square. Five people have died and thousands have been injured since the protests began on May 31. On Friday, Turkey's government agreed to suspend redevelopment plans for Gezi Park, which initially sparked the protests, until a court rules on its legality.
    AP/Vadim Ghirda

  • Billy Porter is all heart and "sole" at a performance of the Cyndi Lauper-scored "Kinky Boots," which won the Tony Award for Best musical on Sunday night.
    AP/The O+M Company, Matthew Murphy

  • A chemical plant explosion and fire in Louisiana on Thursday morning killed a 29-year-old and injured 73 more. The cause of the fire is still undetermined.
    AP/Gerald Herbert

  • So much for pie-throwing loyalty. Media Mogul Rupert Murdoch and third wife Wendy Deng announced they are filing for divorce on Thursday after 14 years of marriage. The pair are pictured at the 69th Annual Golden Globe Awards in Los Angeles this year.
    AP/Matt Sayles

  • Ariel Castro, accused of holding three women captive in his house for roughly a decade, walks into a Cleveland courtroom on Wednesday. Castro, 52, pleaded not guilty to hundreds of charges that include rape and kidnapping.
    AP/Tony Dejak

  • Supporters of Iranian presidential candidate, Hasan Rowhani, campaigned with banners on the streets of Tehran on Wednesday in anticipation of the Iranian presidential elections on Friday.
    AP/Ebrahim Noroozi

  • People watch from the side of the road as a flame-fighting plane passes over the Black Forest area north of Colorado Springs. A raging fire which has been burning since midweek has destroyed more than 360 homes and killed two.
    AP/Brennan Linsley

  • A restaurant in Dunabogdany, Hungary, is roof-deep in floodwaters spilling from the River Danube. Heavy rainfalls this week continued to flood major rivers and lakes in Germany, Austria, Switzerland the Czech Republic and Hungary.
    AP/MTI, Balazs Mohai

  • A gas mask-sporting demonstrator walks past Portuguese graffiti on a bank which reads "Fascist government." Thousands took to the streets São Paulo, Brazil, on Thursday to violently protest a 10-cent hike in bus and subway fares, while similar protests took place in Rio de Janeiro, Brasilia and Porte Alegre in southern Brazil.
    AP/Brennan Linsley

  • Recent Slide Shows

  • Share on Twitter
  • Share on Facebook
  • Thumbnails
  • Fullscreen
  • 1 of 11

Related Videos

More Related Stories

Comments

 48 Comments

Comment Preview

Your name will appear as username ( settings | log out )

You may use these HTML tags and attributes: <a href=""> <b> <em> <strong> <i> <blockquote>

follow salon

Most Read

Popular on Reddit

links from salon.com

From Around the Web

Presented by Scribol
listener_new_rect The Listener: "We Are All Completely Beside Ourselves": Growing up primate

Recommendations