This September 2, 2012 photo shows the music group One Direction, from left, Liam Payne, Zayn Malik, Harry Styles, Louis Tomlinson and Niall Horan during the taping of a Pepsi commercial in New Orleans. The soda company is partnering with the boy band and New Orleans Saints quarterback Drew Brees for an ad that will debut Wednesday. It’s part of Pepsi’s “Live for Now” campaign, which has also featured Nicki Minaj and Katy Perry. William Haber/Invision/AP
NEW YORK— One Direction is Pepsi’s newest pop star.
The soda company is partnering with the British boy band and National Football League star Drew Brees for an ad that will debut this week. The clip shows One Direction and Brees in a head-to-head competition for a can of Pepsi. Brees also performs with the group. It’s part of Pepsi’s “Live for Now” campaign, which has also featured Nicki Minaj and Katy Perry.
PepsiCo Inc. increased its media spending in the United States by more than 40 percent during the second quarter compared with a year ago. After losing market share to the Coca-Cola Co. in recent years, the company has been pouring more money into marketing in hopes of bolstering its flagship soda. In the past, Pepsi has filmed ads with Michael Jackson, Britney Spears and Beyonce.
One Direction, the platinum-selling quartet, had a hit this year with the pop song “What Makes You Beautiful.” They’ll release their sophomore album, “Take Me Home,” on Nov. 13.
Brees is the quarterback for the New Orleans Saints. The 33-year-old broke an NFL record by throwing a touchdown pass in his 48th straight game Sunday, eclipsing the mark of 47 consecutive games with a touchdown pass set by Johnny Unitas from 1956-60.