By Sahil Patel
Pepsi really, really, really wants you to watch the Super Bowl halftime show, which it’s sponsoring for yet another year.
To get you amped up for Bruno Mars and the Red Hot Chili Peppers, the brand has launched a pretty comprehensive “Get Hyped for Halftime” campaign. The goal of the campaign is to bring the live and unexpected nature of the Super Bowl halftime show to smaller settings — that way everyone can feel what it’s like to be attending the Big Game and its high-profile intermission.
“When you boil it down, halftime is a spontaneous celebration and that is quintessentially a ‘Live for NOW’ moment,” said Lou Arbetter, senior director, Pepsi Productions in an interview with The Daily Beast. “We want fans everywhere to experience that feeling of halftime, while ‘Getting Hyped for Halftime’ on Super Bowl Sunday as well.”
So far, Pepsi has rolled out several viral-ish clips (something it’s no stranger to). There’s one with country music star Lee Brice surprising the town of Milligan, Neb. (population: 345 people) with their own halftime show; another with Super Bowl IV halftime performer Carol Channing surprising a fan in the middle of a bingo game, and, most famously, a long ad that played during the Grammys last Sunday night.
Today brings another one, and it’s from a company you’re familiar with. Maker Studios just posted a video on its Nacho Punch comedy channel, in which the company’s executive chairman Ynon Kreiz pranks those participating in board meeting with a quick impromptu “halftime” dance performance. There are referees, cheerleaders, a band, Erin McPherson (who we’re told was also involved with the prank), and Maker talent like Nathan Barnett and P’Trique (the dude in the wig).
Outside of Kreiz and McPherson, no one, including those calling in from New York, were aware of what was about to happen. We’re told that Kreiz and McPherson helped create this video to kick off a big partnership with Pepsi, with more videos rolling out in the future.
This is in fact not the first time Maker has worked with Pepsi. Last fall, the two partnered on a video in which singer Mike Tompkins leads a group of fans in a crowdsourced version of “Take Me Out to the Ballgame.”