|Jason Mizell, a.k.a. Jam Master Jay, was gunned down in New York last October.
DR PEPPER UNVEILS AD PLANS TO BOTTLERS
Soft-Drink Maker Bolsters Urban Push, Hints at More Line Extensions
'JUNCTION BOYS' FEATURES VINTAGE PRODUCT PLACEMENTS
Dr Pepper, GM Get 1954-Era Brand Visuals in ESPN TV Movie
MARKETERS EXPLORE PRODUCT PLACEMENTS IN MUSIC
Music Studio Offers Ads in Artists' Song Lyrics
Scheduled to air Jan. 19 during the National Football League's conference championships, the 30-second spot features rapper LL Cool J paying homage to Run DMC's contributions to hip-hop. The ad was filmed prior to the Oct. 30, 2002, fatal shooting of Jam Master Jay, born Jason Mizell, in his New York recording studio.
LL Cool Jay
In the commercial, LL Cool J sings "Take it from me, LL Cool Jay. Run DMC paved the way," referring to Run DMC's role as one of the architects of hip-hop.
John Clarke, chief advertising officer of Plano, Texas-based Dr Pepper/Seven Up, and musicians Reverend Run and DMC of Run DMC said they all decided to use the work made prior to Jam Master Jay's death because the "commercial shows Jam Master Jay doing what he does best," Reverend Run said today at a press conference.
At the end of the spot, a photo of Mr. Mizell and the years he lived appear on the screen for several seconds. "After much discussion, we felt it would be a fitting tribute to Jason after his death," Reverend Run said.
More ethnic consumers
The "Be You" campaign, begun last year, was created by WPP Group's Y&R Advertising, New York. The ads feature contemporary musicians who sing about -- and with -- their musical inspirations. In addition to LL Cool J, pop singer Anastacia honors Cindi Lauper, and Paulina Rubio pays homage to Cuban salsa sensation Celia Cruz. The campaign is part of an effort to court more ethnic consumers. Ads for Dr Pepper had starred country music star Garth Brooks.
Asked about the close timing of the Dr Pepper work with that of rival Coca-Cola Co., whose first work in its new "Real" campaign broke Jan. 13, Mr. Clarke said, "This is our normal timing to introduce our advertising. Coke has been working hard to find a new direction for their advertising."