Michael Jackson's Brief Career in Advertising

King of Pop Wasn't Exactly King of Madison Avenue

Posted by Ken Wheaton on 06.26.09 @ 12:06 PM

It's hard to overstate the impact Michael Jackson had on pop culture from music to videos to movies to fashion to weird prison dance routines.

But unlike many of today's celebrities, the King of Pop didn't have a huge commercial/endorsement career. In terms of traditional advertising, Jackson went to bat for two brands: Pepsi and L.A. Gear. The Pepsi deal was huge news at the time, first for his simple involvement, secondly for the horrible turn the shoot took when the singer's hair was set on fire. (That in itself became such a pop culture moment that Phil Dusenberry named his memoir "Then We Set His Hair on Fire.")

L.A. Gear is sort of a forgotten footnote. The shoe company actually sued Jackson for not delivering the goods. And Jackson's later problems had brands keeping clear of him.

Still, when Michael Jackson agreed to do spots for Pepsi's "Choice of a New Generation" campaign back in the mid-80s, it was almost a pop-culture equivalent of the moon landing. I don't know if youngsters these days will realize how big a deal this Pepsi commercial was. It actually received mainstream media news coverage at a time when the mainstream media didn't spend that much time talking about silly old commercials. (And, yes, the kids starring in the spot is Alfonso Ribeiro, who played Carlton in "The Fresh Prince of Bel Air.")

In a later spot, Pepsi seems to be going for its own Mean Joe Green moment.

The L.A. Gear spot was notable for, well, not for anything really.

Feel free to drop your Michael memories, thoughts or whatever in the comment section below.

5 Comments

By GuiasLocal | Longwood, FL June 26, 2009 01:01:03 pm:

Guias Local will miss Michael Jackson, comments are "Off the Wall" on the internet. Anyone who is hateful "Beat It". Give Michael Jackson the respect he deserves. For years to come Michael, we are going to "Rock With You". I guess it is "Human Nature" for us to be sad. "Say Say Say" all you want Michael's music will be around for a hundred years. Michael we heard you "Wanna Be Startin' Somethin" with a comeback. This is a chapter in a movie"Thriller" of a "Smooth Criminal" that stole our heart with great music, made by a music legend a "Man in the Mirror". Michael Jackson, we will miss you. Much love R.I.P.

Twitter.com/GuiasLocal

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By mozboarder88 | Coral Springs, FL June 26, 2009 01:04:32 pm:

I was born in '88 and unfortunately I missed the MJ craze but I surely remember when one of his music video was filmed in Brazil and the whole country completely stopped. It was the event of the year back then. I can only imagine when those spots came out how crazy it was.

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By scottlackey | New York, NY June 26, 2009 03:42:29 pm:

Two remarkable things here--all these years later. 1.) The sight of a young, vital & happy looking MJ 2.) How distant these efforts above are from the remarkable music videos which MJ created. I somehow remembered them to be closer.

MJ invented the modern narrative music video. Huge for the ad & music business.

What a great, great entertainer. Ironic, now the world is remembering him kindly after all the hate in recent years.

Scott Lackey
Co-Founder & Strategic Director
Jugular
http://www.jugularnyc.com

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By JOvideomaker | Chico, CA June 26, 2009 05:33:47 pm:

I remember when Jackson's "Black or White" video came out in 1991 that showcased Jackson dancing all over the world. The ending scenes where dancers morphed into each other was mesmerizing. I remember dub it down so I could slo-mo the shot frame-by-frame to try to figure out how to do it. It was this video that inspired me to pursue a career in video editing. I loved the Pepsi commercials and was so impressed at the time to see Jackson and Michael J. Fox pitching Pepsi. It made me switch!

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By readymoneyonline | Brooklyn, NE June 28, 2009 01:41:02 pm:

He was kool and smooth. I remembered him with his afro and his slanted hat. It was the kool thing in the days. He was a musical genius. www.getpeople.ibuzzpro.com

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